Providing a roadmap for challenging and changing a long-standing culture

University of Leeds - Research Culture Strategic Plan 2023-2028

To engender the most effective and impactful research and ensure researchers from hitherto underrepresented in the academy are given the best opportunities to succeed is at the heart of the University of Leeds’ Research Culture Strategic Plan 2023-2028. It is the siren for a culture change where more staff are empowered to produce more high-quality research in the right way that addresses the complex problems the world faces today. Bell was commissioned to develop key messaging, design and produce the print and digital versions of the document, and develop key promotional materials. The primary audience is the university’s research community, with all internal and external stakeholders as the secondary audience.

We began by writing a full campaign story, in the same format as a brand story. This would provide a wellspring for the campaign messaging and all future communications needs, as well as a springboard from which to develop the design concepts. Our messaging framework presented 13 different options with varying degrees of emphasis as well as guidance for how to articulate the four Strategic Objectives in short form and long form.

As this had to impart vital yet somewhat complex information, it was imperative that our design would be easy to follow, informative and not foreboding, to enable it to be an easy reference tool for the research community to follow. The definitive feature of our design was an illustration of a panoptic view of a diverse range of people holding hands in a ring representing the diversity of the Leeds research community, including a person in a wheelchair and another with a visible hearing aid. The rings were meant to signify community, unity and the concept of equality – a place and a process without traditional hierarchies. They were always singular (there was never a ring inside a ring, for example) to convey this equality.

We created a visual identity based on a wordmark lock up, the rings (as illustrations and shape patterns) and a broad range of colours from the University’s brand guidelines. Our guidelines included three infographics and examples from the 28pp report, which we worked on from the design to the artwork stage (print and accessible digital version). We also designed a number of pieces of merchandise, including a notepad, a pen and a travel cup.

“Just wanted to let you know how happy we are with the work you and the team did for us. We have had lots of positive feedback on the branding and the strategy brochure. Thanks again for all of the hard work and patience much appreciated.”.

Dr Gaynor Miller
Research Culture Manager, University of Leeds, Nexus