Developing a new brand for a Manchester enterprise hub, built to perform at scale across digital platforms and high-profile city-centre locations.
A striking identity that establishes Generator as a confident presence within Manchester’s enterprise landscape, balancing energy with the professionalism expected of a publicly funded initiative.
Generator was a new enterprise hub developed within Manchester’s civic infrastructure, with no existing identity or brand foundation in place.
The programme sits within a layered public sector structure, supported by Manchester City Council, the Greater Manchester Combined Authority and the Business & IP Centre network.
The identity needed to establish immediate credibility, stand apart within a crowded coworking market, and work confidently initially across two high-profile city-centre locations.
The approach focused on creating an impactful, energetic identity and a system that could operate at scale while remaining accessible and engaging.
Typography was central to the system, selected for its breadth, legibility and flexibility, allowing the brand to perform consistently across signage, digital platforms, marketing and large-format applications.
The visual language was designed to feel assertive and contemporary, ensuring strong visibility within the physical space while meeting the expectations of a publicly funded programme.
The brand was developed from in-depth research of the coworking landscape in Manchester and truly designed to stand out.
The icon design draws from the circular floorplan of Manchester Central Library, grounding the identity in its civic context while creating a strong, ownable mark.
Orange was selected as the primary colour to convey energy and optimism, while clearly differentiating the brand from neighbouring organisations.
Typography was chosen for its range, legibility and flexibility, allowing the identity to scale confidently across signage, digital platforms and high-impact environments.
The identity was designed to perform consistently across large-scale physical environments and digital platforms, including:
• interior signage and wayfinding across both locations
• large-format environmental graphics and displays
• digital screens, web and promotional materials
• branded assets supporting events, workshops and business support
The vibrant palette and graphic simplicity allow the brand to cut through in busy environments, while the symbol functions as a flexible device across layouts and formats.
The brand is now embedded across Generator’s physical spaces and digital presence, supporting both commercial workspace activity and public-facing programme delivery.
The new identity positions Generator as a confident, high-profile presence within Manchester’s enterprise landscape, strengthening its visibility across physical locations and digital platforms.
The result is a robust, scalable brand that supports programme delivery, commercial activity and its role as a credible city-centre hub for startups and early-stage businesses.
