SPIRE
SPIRE
An identity built to inspire city learning
Client
Court Collaboration
Year
2022
Deliverable
Brand Identity
01
Context
SPIRE was a partnership programme between property developers Court Collaboration and Birmingham City University, created to give students hands-on learning opportunities on-site during the construction of Birmingham’s first skyscraper.
02
Idea
The programme was built around ambition, giving students a platform to actively contribute not only to their personal futures, but to the future of the city. The name SPIRE was developed as both a reference to the landmark they would help build, and a metaphor for personal aspiration - creating a parallel between the skyscraper rising from the ground up, and their careers heading in the same direction.
03
Expression
Shaped by ambition within the context of large-scale construction, the visual language was designed to feel bold and structured, with modular systems that are sharp and robust. Crucially, the identity needed to speak to modern students on their terms - feeling exciting, relevant and ‘cool enough’, despite the educational context.
The result is an identity that reflects an ambitious look to the future of both careers in construction, and Birmingham’s evolving skyline - expressed in a way that feels tonally aligned with the modern student.
Context
SPIRE was a partnership programme between property developers Court Collaboration and Birmingham City University, created to give students hands-on learning opportunities on-site during the construction of Birmingham’s first skyscraper.
Idea
Expression
01
Context
SPIRE was a partnership programme between property developers Court Collaboration and Birmingham City University, created to give students hands-on learning opportunities on-site during the construction of Birmingham’s first skyscraper.
02
Idea
The programme was built around ambition, giving students a platform to actively contribute not only to their personal futures, but to the future of the city. The name SPIRE was developed as both a reference to the landmark they would help build, and a metaphor for personal aspiration - creating a parallel between the skyscraper rising from the ground up, and their careers heading in the same direction.
03
Expression
Shaped by ambition within the context of large-scale construction, the visual language was designed to feel bold and structured, with modular systems that are sharp and robust. Crucially, the identity needed to speak to modern students on their terms - feeling exciting, relevant and ‘cool enough’, despite the educational context.
The result is an identity that reflects an ambitious look to the future of both careers in construction, and Birmingham’s evolving skyline - expressed in a way that feels tonally aligned with the modern student.
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