Build Up: Brand Development & Launch

The SLC Innovation Hub needed a new entrepreneurship program built from nothing: no name, no identity, and no evidence yet that students would actually show up for it.

I started with primary research, not a mood board. I ran a participant survey to find out when students would realistically attend workshops, and design thinking exercises, including Crazy 8s and bad idea races, to pressure-test naming and positioning ideas with the team before committing to any of them. That research became a brand mood board covering tone, imagery, colour, and type direction, which I used to build the actual identity: the Build Up name, a full logo suite, a colour palette, and typography guidelines, all documented so the Hub’s team could apply them consistently after I was gone.

From there I built the launch materials: a fillable worksheet-driven curriculum, hands-on workshop content, and a multi-channel campaign across print, social, and web, anchored by a “Build Your Business” poster with a QR-code application flow.

The fall 2025 intake saw a 25% increase in applications over the previous cycle.