Introduction
The Great Plains I-Corps Hub, launched in January 2023, is one of ten I-Corps hubs in the United States. Funded by the National Science Foundation, Great Plains I-Corps Hub offers a fast-paced and immersive entrepreneurial program that helps graduate students translate their work in the lab into impactful tech that can be used to improve daily life in the private sector. By focusing on institutions across the Midwest, Great Plains I-Corps Hub aims to foster entrepreneurial growth, drive innovation, and position the region as a technological powerhouse.
Their mission includes empowering researchers and entrepreneurs to turn ideas into viable startups while addressing regional challenges and contributing to global advancements. With partnerships spanning universities, industry experts, and government entities, Great Plains I-Corps Hub offers participants access to resources, mentorship, and funding pathways.
The Challenge
Despite their significant impact and potential, Great Plains I-Corps Hubs struggled with a fundamental challenge: communicating their story in a succinct, memorable way. Their identity felt unclear, and they lacked a brand that represented their forward-thinking nature.
Without a cohesive narrative or brand, Great Plains I-Corps Hub found it difficult to connect with their target audiences, including researchers, entrepreneurs, and institutional partners. They also needed a brand that could sharpen their narrative to clearly define who they are and what they offer, convey a sense of cutting-edge innovation, and inspire pride in their team, program participants, and stakeholders. These gaps created barriers to recruitment, stakeholder engagement, and program awareness, making it crucial for Great Plains I-Corps Hub to redefine how they presented themselves.
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The Solutions
Recognizing the importance of storytelling and design, Great Plains I-Corps Hub partnered with us to build a brand that could bridge these gaps and position them for success.
We began with an in-depth brand strategy, conducting research to uncover Great Plains I-Corps Hub’s core values, goals, and audience needs. By distilling their mission into clear, impactful messaging, we created a focused narrative that communicates their commitment to innovation and regional transformation.
The next phase delved into three unique directions the brand could move forward with. Great Plains I-Corps Hub aptly chose “Rubix Cube” as their chosen direction. The elements from this option, including pixels, squares/cubes, and variables would inform the next phase of design.
Out of five sketched options, Great Plains I-Corps Hub landed on a modern, scientific concept that reflects the hub’s spirit. With the logo in hand, it was time to bring in the rest of the brand elements to truly bring it to life.
The brand features a subdued color palette reflecting the program’s dynamic ecosystem. The chosen font pairing balances scientific precision with approachability, ensuring broad audience appeal. A grid-style pattern ties the brand together, symbolizing the scientific method and the process of filling in missing pieces.
Finally, we provided a comprehensive brand guide, equipping the Great Plains I-Corps Hub team with the tools and templates needed to confidently implement their new identity. This guide ensures their messaging and visuals remain cohesive as they roll out the brand across all their institutions and community partners.
The Results
Great Plains I-Corps Hub recently launched their rebrand and they are already seeing the benefits within their internal marketing efforts, excited to continue unveiling it to their core audience. The new brand positions them as leaders in innovation, making it easier to attract program participants, partners, and stakeholders.
With a clear narrative and modern design, Great Plains I-Corps Hub now has the tools to expand their reach, recruit passionate participants who align with their mission, and strengthen their reputation within the national I-Corps network and beyond. Their team members and collaborators are inspired by a brand that reflects their goals and contributions, leading to a renewed sense of pride and enthusiasm.
This is just the beginning of an exciting chapter for the Great Plains I-Corps Hub! We’re excited to watch them continue championing innovators in our region.
