Rebranding a group that’s Always Building
UBC Properties Trust
Brand Strategy
Writing
Logo Design
Brand Identity System
Website Redesign
These guys are all about transformational change.
From inception, UBC Properties Trust has turned a relative cow pasture into a world-class university by developing over 12 million square feet of spaces and generating over $2 billion of endowment value. That’s some serious change.
But progress comes with its challenges. Change can be disruptive to levels of academia and administration. It can also be unsettling to the students, faculty, businesses and residents.
UBCPT needed help and rebranding was part of the answer. Collectively, we wanted to show the true benefit of their hard work and settle any concerns within their community.
Like a well-crafted blueprint the entire project went to plan. A core-team workshop led to the brand position of the Perpetual Architect. That led to the brand spirit, Always Building. And Always Building led to a brand identity that exudes simplicity and confidence.
The logo showcases a bold, continuous line, expertly tracing distinguished rooflines and coming to life when animated. This dynamic linework gracefully follows the contours of various projects, progressing like a virtual timeline.
Drawing inspiration from UBC's natural surroundings – the ocean and forest – the brand’s colour palette mirrors these environmental elements. The rich spectrum includes vibrant hues, adding to a visually compelling and energetic brand persona. And, as a brand identity, the comprehensive system offers a diverse range of applications, reflecting the innovation and adaptability that defines the brand.
Now, UBC Properties Trust can verbally and visually draw a line to how they’re always building relationships within their team, financial legacy for the university endowment, and, how they’re always building the communities in which they serve.
The digital design of Always Building
As a part of our rebranding project, it only made sense to redesign UBC Properties Trust’s website to reflect their continuous action.
On the homepage, focused movements guide the eyes through islands of content: the logo completes its roofline over a curated video reel, community images fade on in one direction while completed projects parade in the other direction, and rolling numbers build up an infographic of milestones.
Always Building inspired every detail down to the buttons, page divisions and active language throughout the redesigned site.