World-leading researchers get a makeover

Context
Smart Internet Lab is a world-leading research centre at the forefront of next-generation communications, spanning quantum and optical technologies to AI-enabled, end-to-end networks. Guided by the principles of security, resilience, trust and sustainability, the Lab has a rich legacy of pioneering innovation and real-world impact.

Objectives
The Lab’s 10th Anniversary offered a strategic moment to review and refresh its brand. The goal was to ensure that positioning, messaging and creative identity clearly supported its future vision and enabled the organisation to amplify influence across research, industry and policy communities at home and abroad.

Approach
With limited time before the anniversary milestone, we deployed our Ignition-lite process – condensing essential brand strategy work into a highly collaborative, fast-paced timeline that included:

• In-depth stakeholder interviews

• Sector-level benchmarking across international research and innovation identities

• Exploration of potential positioning platforms

• Creative articulation of core narrative and messaging frameworks

• Development of a new visual identity and creative approach

• Comprehensive Brand Guidelines to anchor future work

Results

The result was a coherent, future-ready brand that honours SIL’s pioneering spirit while equipping the Lab to communicate its purpose, impact and ambitions with clarity and confidence

“Firehaus captured who we are and where we’re heading with remarkable clarity and pace. In just a few weeks, they helped us distil our purpose and craft a brand identity that genuinely reflects the ambition and rigour of our research. The insights were thoughtful, the process energising, and the output exactly what we needed for our 10th anniversary and beyond.

Their approach balanced analytical rigour with creative ambition. The new positioning and guidelines have already transformed how we engage with partners, funders and international communities.”

Professor Dimitra Simeonidou
Professor and Director, Smart Internet Lab
School of Electrical, Electronic and Mechanical Engineering