With over 80,000 members, who have gone on to raise over £128M and create more than 3,600 jobs, Google wanted to continue its success with an identity that would capture the "spirit of the start-up" and attract new entrepreneurs to its growing community.
Co-founder and strategic director, Andy West, said: "Positioned slightly away from the main Google brand, the Campus identity has been designed to reflect the start-up spirit of the entrepreneurs and founders, and their employees and investors, who make up the rich mix of its global community, and are the primary target audience. Purpose-driven, with a belief that startups can change the world for the better, we’ve created a big ideas brand for big ideas businesses. But with a democratic feel, that uses a tactile DIY aesthetic to invite participation."
The strategically-led brand identity is a result of an 18-month partnership between MultiAdaptor, the Campus global team and their local marketing managers around the world. The work has touched every single touch point of the brand, from social media channels to signage, welcome packs to website consultancy, and merchandise to integrated marketing campaigns.
A gradual and carefully coordinated internal roll-out was followed by a full public-facing identity refresh across all digital channels. It coincides with the fifth year anniversary of Campus London — the first location that Campus was set-up, as part of the tech-fuelled business boom of the now famously coined ‘Silicone Roundabout’ – and a new ‘Residency’ initiative that will be rolled-out globally as part of a shift to focus on supporting more established startups.
The original Campus branding was designed by Instrument, in the US.