Transforming a great idea into a great business requires a great brand. We were drafted in to teach university scientists a thing or two about commercialisation. The University of Nottingham is very proud of its new ideas. But how do you take incubator technology and make it attractive to stakeholders? The answer is to develop a commercial brand.
We has worked on a number of projects with The University of Nottingham and we were asked back again to create a marketable image for a unique communication tool that combines shared virtual space with live audio and video feed. Nottingham’s scientists named their new technology ‘mixed reality architecture’ (MRA). This might have functioned perfectly well as a working title, but it wasn’t selling it to potential customers.
We visited the university and immersed ourselves in the concept to work out how to take MRA into a commercial environment in a cost effective and efficient manner.
A new name, Glu4D, was developed, closely followed by a new brand identity. We then created a website that explains the technology and its applications and added a whole suite of promotional materials, from banner stands to email signatures.
Our work has raised the profile of Glu4D by defining and categorising the MRA technology. We received great feedback on our designs and the brand is now opening doors, allowing The University of Nottingham to promote the product professionally.