THE INNOVATION HUB @ UF
IDENTITY CONTENT STRATEGY UX WEB DESIGN PHOTOGRAPHY
The University of Florida’s Innovation Hub has a streamlined and unanimous vision of developing and nurturing viable startup companies, many of whom achieve great success. The challenge my team undertook was centered around the confusion and misrepresentation the Innovation Hub seemed to drum up in the immediate Gainesville community. Although the Hub’s well-articulated approach for grooming successful startups was gaining national recognition, its public image was simply a physical building rather than the vibrant culture and community of entrepreneurs that existed there.
We sought to provide an identity system that reflected The Innovation Hub’s culture, goals and spirit, and set out to solve this brand confusion through strong imagery, quotes and an intuitive site structure.
EVIDENCE & EXPLORATION
Our Content Strategy focused on elevating all of the human aspects of the organization to the forefront of the site's UX. Bringing success metrics, alumni stories, and activities within the hub to the forefront helped reveal the true power of the incubator's program to inspire creative collisions and steward collaborative thinking.
Critical to the Content Strategy was imagery that felt real and approachable. I embedded myself into the various aspects of the Innovation Hub over a period of two days with the intent of capturing real interactions and spontaneous moments. These images would become central to the website's UI, and would also be used in myriad channels of marketing initiatives.