Where business meets innovation
Hope Street Xchange is University of Sunderland’s contemporary workspace for a new community of innovation led businesses. Everything produced the full brand package and dynamic, scalable visual personality for Hope Street Xchange.

An overarching brand identity was created which had a direct and harmonious relationship with the shapes and aesthetics of Hope Street Xchange’s compelling architecture. An ever evolving infinity marque uniquely utilises the ‘X’ from the brand name to create a bold and forward-thinking identity that is fluid, energetic and powerful.

The colour palette and gradients used incorporate a bespoke colour for each floor, giving every level of the building its own personality and sense of identity. Brand guidelines where created to ensure brand consistency and coherence which fostered excitement and encouraged ownership of the brand.

A tone of voice was developed which actively embodied the ethos, mission and vision of Hope Street Xchange: To become an inspiring and pioneering hub for enterprise and innovation. Applied to a broad range of tailored marketing materials, the powerful and evocative messaging successfully positioned Hope Street Xchange as a leading authority to attract, support and engage with a wide ranging audience that included local, national and even global businesses.

A contemporary and unique wayfinding system was applied throughout the building where bespoke iconography was created. Each floor used one of the seven colours from the Hope Street Xchange logo.

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Contributors
Photography: Mark Slater
Website build: Will Seabrook and Dan Nisbet