University of York:
Putting York at the heart of the bioeconomy

Madano services:

Brand Creation, Design, Business Landscape Mapping, Proposition Development, Senior Counsel, Corporate Communications, Public & Regulatory Affairs, Stakeholder Engagement

Challenge

The University of York engaged Madano to help create a world-class, commercially focused bioeconomy institute to address the needs and opportunities in the sector. A further challenge was to guide the University’s approach to securing significant funding from industry and Government to make the bioeconomy institute a reality.

Approach

We mapped the bioeconomy landscape and worked with the University of York to define, test and validate the BioYork proposition. Building on these insights, we developed a brand identity and materials to communicate this vision, and undertook a targeted stakeholder engagement campaign to reach key audiences.

Impact

Our work served as the foundation to launching BioYork in 2019, built on a clear understanding of where the institute sits in Europe’s bioeconomy landscape – using digital to tell the story and engage scientists. We were able to create a compelling vision and identity around their work in the bioeconomy, including a global brand and sub-brands to communicate with stakeholders. Strong positioning within the scientific community and public of the importance of the bioeconomy has propelled this ongoing multi-year project, which now has over a dozen global partners supporting its work.

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