University of Birmingham

Sports campus branding resulting in a record breaking membership sell out

Strive Group were commissioned by the University of Birmingham Sports to develop a new proposition for the university’s sporting facilities. The challenge was to reposition the current facilities to increase its appeal to students whilst also attracting the general public onto campus and use the wide range of services on offer. 

After visiting the site to establish the key areas and gain a clear understanding of parameters, Strive developed a proposal aimed to appeal to both target markets, creating a scheme celebrating famous sporting alumni which would inspire and motivate both students and the general public.  

After identifying key areas, we created bright and energetic interventions implementing key sporting alumni recognising their outstanding sporting achievements. After initial ideas to use digital screens were rejected due to planning, we developed innovative solutions through mixed medias to create feature pieces that generated elements of movement, combining light and new media technologies. The scheme was praised by students and public alike, lifting, inspiring and connecting the sporting campus on many levels. The development contributed to a record-breaking membership uptake, selling out the entire offering with three times more students using the gym compared to the same time the previous year.