About.

As the product of the Holmes Center of Entrepreneurship and the University of Minnesota Libraries, the Toaster Innovation Hub is an adaptive, collaborative workspace for students to bring abstract ideas, entrepreneurial spirits, and new concepts to life.

Our Challenge.

Building an identity and brand for a new workspace that excites students while capturing the passion of discovery and the fun of ideation.

The Name.

As a one-of-a-kind area on campus, we wanted to develop a name that felt as unique as the space itself. We focused on dynamic yet playful names that could be grounded in Minnesota. Utilizing active brainstorming sessions, word-play exercises, and time for each name to feel real, we found the perfect balance of all our expectations.

The Brand.

The Toaster had to embody a fun, yet mature personality to attract student use and rise above other spaces. It needed to feel real. We researched and determined the three primary audiences that would benefit from the space. With this, we developed brand messaging around them, around their lives, their concerns, their goals. The Toaster became a reality.

The Atmosphere.

Once the name and identity of the space took shape, there was only one thing left. What would the space look like? Our creative team added interior design to their portfolio as they dove into color palettes, graphic images, furnishings, and decorations. We developed a practical guide for the Holmes Center and the University of Minnesota Libraries to utilize once construction concluded.