The Cooperative Research Centre for Low Carbon Living (CRCLCL) is a national research and innovation hub that seeks to enable a globally competitive low carbon built environment sector. The CRCLCL leverages world class expertise from five universities and CSIRO as well as the wealth of knowledge provided by all its participants.
We worked with the ‘CRCLCL Knowledge Hub Project’ team at Melbourne’s Swinburne University ’ to transition their academic research project to user-friendly consumer brand.
CHALLENGE & OPPORTUNITY
To meet the Paris Climate agreement goal of keeping global warming below 2°C, the building sector must halve its energy consumption by 2030. However, people working in the built environment sector, government and industry struggle with finding, using and providing evidence to assist with their decision-making processes.
The ‘CRCLCL Knowledge Hub Project’ team identified the need within Australia to have a centralised digital resource (knowledge hub) that would make trusted information on carbon reduction in the built environment easily accessible, useful and implementable.
This would enable people to easily find information about ways to achieve carbon reductions in the built environment so that policy makers and industry practitioners can make better decisions, and encourage industry and community to build and live in such a way that we reduce our carbon emissions and impact on climate change.
To take the project to market, the ‘CRCLCL Knowledge Hub Project’ needed to transition itself from academic research project to user-friendly consumer brand.
Like most organisations and businesses that are too close to what they do, the team at ‘CRCLCL Knowledge Hub Project’ found it hard to explain exactly what they do and who they do it for. The working title of the project didn’t help either.
We helped them clearly define the ‘what, how and why’ of the their work, which led to a more user friendly brand name – BuiltBetter – and a unique brand visual identity that sat outside the walls of academia.
The implementation of the new identity gave the team at BuiltBetter new found clarity and momentum – both internally and externally – and a toolkit of communications and marketing tools to take the brand to market.