Sport & Fitness - University of Birmingham
Where inspiration drives performance. A bold brand and environmental scheme for the University of Birmingham Sports campus repositioned the facilities as a destination for students and the public alike — contributing to a record-breaking membership sell-out.
The University of Birmingham’s sporting facilities needed to be repositioned to resonate with two audiences: current students and the wider community. The brief was clear — increase membership, raise visibility, and transform the campus into a hub that inspired everyday users while celebrating elite sporting heritage.
Following an in-depth site visit and consultation, we developed a creative proposition that highlighted the university’s exceptional sporting alumni as a source of inspiration. Bright, energetic graphics were introduced across key touchpoints, designed to motivate, energise, and connect with both students and the general public.
Where initial concepts for digital screens were ruled out due to planning restrictions, we innovated with mixed media solutions that used light, layered graphics, and environmental interventions to create a sense of movement and energy. This flexible, multi-channel scheme brought visual vibrancy and reinforced the university’s proud sporting legacy.
The completed scheme elevated the campus environment and inspired users with a sense of pride and motivation. Membership uptake surged to unprecedented levels, selling out entirely and tripling student gym usage compared to the previous year. The project proved how strategic branding and environmental design can extend beyond aesthetics — driving tangible engagement and delivering measurable results.