Located in London, Madrid, Warsaw, Tel-Aviv, Seoul, and São Paulo, Campus is Google’s global network of co-working and event spaces. It’s where like-minded people come together to connect, learn, solve big challenges and build businesses. Campus has over 80,000 members who have gone on to raise more than £128M and create more than 3,600 jobs.
To drive memberships and event attendances from high quality entrepreneurs, Google needed to refresh the Campus brand worldwide from top to bottom, and redefine its voice in the world.
Brand idea: Space for startups to thrive
The Campus brand is a reflection of their vibrant international community of entrepreneurs, united by a shared belief that startups can change the world.
The ‘frame’ represents the physical spaces at each of the six global cities: a constant presence that underpins the vast array of events, programmes and services that Campus provides.
Brand personality: Come start something
The Campus brand captures the startup mindset of its members — a spontaneous, DIY aesthetic, but purposefully structured and crafted. Bold, brave and eclectic, but carefully considered and sophisticated.
Identity system: A flexible framework
The Campus frame can flex to any format, allowing for an infinite array of creative expressions around it that adapt to the needs of the application and audience, but with an instantly recognisable, consistent identifier.
Identity toolkit: Startup spirit
Typography, image style, and colour palette are all designed to capture the ‘spirit of startup’, while allowing Campus communications to constantly refresh and reinvent, without diluting the core DNA.
This flexible toolkit enables locations, programmes, or events to be grouped together so that they are clearly distinguishable, and relevant to their context.
Brand architecture: Location branding
For public-facing marketing, each Campus city has a unique colour theming, to create distinction across the global network of spaces.
Brand architecture: Programme branding
Supported by a simple naming system, the brand toolkit can be configured to unite sets of materials for specific programmes of activity, which span across Campuses. This flexibility allows distinct moods and themes to be created.
Brand guideline: A global vision
A set of comprehensive global guidelines capture the Campus spirit while explaining the toolkit and identity system in a practical way that’s easy to understand.
Brand applications: Branding by doing
For the past year we have worked closely with Campus to bring the brand to life across a huge range of touch-points, from global campaigns and consultancy, through to interior branding and partnership merchandising for local markets.
More on the MultiAdaptor website.