U B C   L I F E

The visual identity designed for the “UBC Life” building expresses the broad spectrum of activities that are encompassed by students living at UBC. Graphic approaches built upon the building’s 1970s vertical linear elements and new interior design. Youthful inclusivity was a major design driver. Rainbow colours and expressive typographer were woven together with the UBC brand palette in response. A groovy variation on the institutional brand resulted.

Client: University of British Columbia
Location: Vancouver, BC
Architecture and interior design: Perkins and Will
Scope: Environmental graphic design, interior and exterior signage strategy, brand design

Stakeholder engagement revealed a desire for frequently-changing, interactive, and emotionally-supportive art elements to be woven into the approach to building signage. To get the ball rolling, we developed two approaches.

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First, a “how are you today?” wall inspired by psychological check-in and coloured string art. Based on your personal response to the question at the moment, you take a colour of string and wind it upon the grid of possible thoughts. These range from “stressed” “drifting” “living the dream” “busy” to ”family” and just “coffee”. Each day a passer-by took strung together their own momentary response to the question.

Second, we created a colouring wall, inspired by 1970s LetterArt kits provides a meditative and creative outlet for people relaxing study breaks.

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