UBC School of Biomedical Engineering

UBC’s School of Biomedical Engineering was going through significant change. From the building of a state-of-the-art facility to a new strategic purpose: Uncover world-changing solutions to advance the human condition. 

The School needed a bold and confident identity to showcase this new chapter. An identity that would signify change, and fit seamlessly within the UBC ecosystem. It needed to be flexible, hard-working and usable by their small team.

The identity represents the worlds of biology and engineering coming together by merging geometric shapes referencing each discipline. At the heart of the identity is the SBME pattern – showcasing their relentless curiosity to find new solutions to old problems through discovery and design – it comes to life in a variety of unique ways and can be applied it almost limitless configurations.

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The beating heart

The SBME pattern represents the mindset of the School – a collaborative approach and relentless pursuit to find new solutions to old problems, through discovery and design.

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Shared elements

The identity merges core components from the UBC identity with new elements to distinguish SBME – creating a vibrant, energic and cohesive system.

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Credits

AGENCY: Will
CREATIVE DIRECTOR: Nick Richards
DESIGN LEAD: Paul Gledhill
BRAND STRATEGY: Nicola Poskitt
COPYWRITER: Luke Devlin
WEB DEVELOPMENT: Lancer Interactive
MOTION DESIGN: Ira Hardy

Info

I’m a British designer and art director living and working in Vancouver, BC. I have over 15 years experience creating brands and communications across a variety of industries. I’m driven to create work that sparks joy, shifts behaviour and influences opinion. I believe in impactful ideas that connect with an audience, executed with integrity and craft.

Get in touch