An Impact Identity for where business breaks boundaries
Context
Quantum has come a long way since Einstein’s problem with ‘spooky action at a distance’, and the UK Government has publicly proclaimed that quantum technology is one of the keys to helping tackle the challenges of the future. As a result, funding initially focused on research is now almost exclusively aimed at innovation and making this technology a reality within the UK.
The University of Bristol knew this was a huge opportunity to leverage its fantastic heritage in quantum and its culture of commercialisation to turn Bristol into the best city in the UK to build businesses with quantum technology.
They had already established significant strongholds for quantum innovation within the university, alongside other connected innovators such as Engine Shed and QTIC, all based within the city.
There was now an opportunity to combine these disparate parts under one brand and digital presence. This brand would serve as a lighthouse for commercialised quantum within the UK and the world and act as a gateway and demand driver for existing and new commercial services from the University of Bristol and partners.
The final goal was clear. But how to get there? The University of Bristol commissioned Firehaus to investigate and develop the opportunity and approach further.
Discovery
Bristol could see the opportunity, but they wanted to ensure they knew everything about their audience's needs and current POV on the city before taking action. We, therefore, engaged in several significant pieces of research.
First, we ran an extensive quantitative study of 119 quantum academics and startup founders in the UK and Europe to discover what they needed from a location to further their journey into commercialising quantum technology.
Secondly, we interviewed 20+ leaders of the UK quantum category, including renowned academics, business leaders and government representatives. These interviews allowed us to explore the quant. answers in depth, as well as understanding the category’s perception of Bristol.
Finally, alongside university members, we ran three focus groups to understand the details behind Bristol’s quantum offering. Using their experience, we captured the best way to explain it to others.
A new purpose, mission and vision
Having summarised and shared our findings with the senior team at the University of Bristol, we ran a series of workshops to define the critical strategic decisions for the new identity. Would it be about the university, the city or the wider region? What was its fundamental aim and purpose? How would it behave and work with other organisations?
With these defined, we were able to create a clear and defined proposition for the initiative, ready to take to the Creative team to turn into a brand idea:
We are for any individual or business who wants to commercialise quantum technology and bring it out of the lab and into the world to make a positive impact. We’re more significant than any university, incubator or building and are one of the only organisations bringing together and supporting academics, startups, and corporates.
A powerful brand idea
With the proposition defined, our Creative team created a unique name for the initiative and a powerful brand idea that would attract attention amongst the many ‘Q-’ organisation names and similar imagery of the quantum category. We finally arrived at… Quantum Frontier – where business breaks boundaries.
And developed a solid visual style influenced by the concept of superpositioning and with colours inspired by visualisations of the hydrogen wave function:
Beyond this, we worked with the team at the university and our delivery partners to create a launch plan to make the initiative unmissable in the quantum category.
What’s next?
Quantum Frontier successfully launched in April 2023, and we’re still working hard to deliver the first year of communications activity. But beyond this frontier, who knows what exciting discoveries will be made?