Pickering Creative Group
Client Console
Search
Lights
NUtech Ventures is the organization charged with “technology transfer” within the University of Nebraska system, which involves working with industry and university inventors to commercialize new discoveries, and generate revenue for the university.
The first challenge of this initiative was to provide a positioning and visual identity that enabled the former Office of Technology Development at the University of Nebraska to transition successfully to a new and independent organization called NUtech Ventures. We needed to establish them as a new and dynamic player in the tech transfer arena.
Secondly, we needed to communicate that they did things differently than everyone else. NUtech Ventures has a different approach to traditional technology transfer. They do not seek to simply “transfer” discoveries from the lab to the market via legal documents. Rather, they work to create mutually productive partnerships between industry and university inventors in which technology is jointly created, developed, and brought to market.
NUtech was a start-up with no branding or identity. Pickering created a communication strategy and recommended the company’s mission statement “pioneering partnerships for innovation.” Pickering worked to design a logo that conveyed a cutting-edge, high-tech modernity associated with innovation. The finished mark invokes motion and a sense of convergence—the heart of NUtech’s mission.
It was also important to visually connect NUtech to the University of Nebraska, with whom it’s affiliated. This was accomplished by using the University’s colors of red and gray, but it remained distinctly unique through typography. The overall effect is a sophisticated and pleasing identity.
It was critical that NUtech’s new logo and forward-thinking image carry over into the identity kit. This was accomplished through design continuity and attention to detail. Of note are the ultra-modern plastic, see-through business cards, the rounded corners on the letterhead, and the security liner on the envelope, covered in a pattern of mini NUtech logos. These subtle details help the NUtech identity kit stand out while championing the innovative spirit of the organization.
A company that prides itself on partnerships for innovation needs to have a state-of-the-art web presence. Pickering designed a layout that combined a minimal look with robust content. This is best observed on the site’s homepage, featuring a rotating sphere with clickable icons representing the site’s main content sections. The molecular-looking sphere implies technology and science, yet maintains ease of use. The site stays fresh through news areas, featured innovator spotlights, and facility spotlights, and uses a Content Management System allowing easy and frequent updates.
A company that prides itself on partnerships for innovation needs to have a state-of-the-art web presence. Pickering designed a layout that combined a minimal look with robust content. This is best observed on the site’s homepage, featuring a rotating sphere with clickable icons representing the site’s main content sections. The molecular-looking sphere implies technology and science, yet maintains ease of use. The site stays fresh through news areas, featured innovator spotlights, and facility spotlights, and uses a Content Management System allowing easy and frequent updates.
Before partnering with Pickering, NUtech did not have a building to call home. Creating unique and eye-catching outdoor signage was pivotal to helping the company announce its arrival. Pickering worked with a local sign company to make a backlit LED sign to enhance the new location. Shortly after implementing the new sign, NUtech witnessed an increase in foot traffic and even received an inquiry from a noted ad agency. In addition to the sign, Pickering helped choose the building’s paint colors to push the branding to an even greater level.
