Creating a Brand to Spark the Next Generation of Entrepreneurs
2 weeks ago | Kate
Set on the banks of the River Dee, the University of Chester’s Riverside Innovation Centre (RIC) offers more than just a scenic view — it’s a place where bright ideas take root, businesses take shape, and connections happen naturally.
When dewinter partnered with the University to launch the centre, our mission went beyond branding — we needed a communications strategy that captured the soaring spirit of entrepreneurial energy. Hence Where Ideas Flow was born: a campaign pulsating with the same movement, momentum, and fresh creativity that define both the river and the innovators within.
The Power of Place: Riverside & Watercooler Synergy
Our inspiration came straight from the RIC’s riverside location — a backdrop that echoes the natural flow of ideas in an environment designed for spontaneous collisions. Whether through brochures, social media, or digital platforms, we threaded the thematic concept of flow across every touchpoint to elevate the notion of chance interactions. After all, a casual chat over coffee can lead to groundbreaking startup thinking.
This isn’t just creative flair. According to Universities UK:
University-led startups surged 70% between 2014–15 and 2022–23 — that’s more than 38,000 firms born from academic institutions
Those startups now employ over 64,000 people — a 177% increase in under a decade
Clearly, providing the physical and cultural infrastructure—even in scenic form—matters.
A Splash in the Right Pond: The FT Wrap
For our launch, we secured a bespoke Financial Times wrap, distributed to over 3,000 regional business delegates. This high-impact placement broadcast RIC’s ambition to emerge as the region’s go-to innovation hub. It was a move aimed as much at capital as at capturing attention — because in a space where 70% growth is par for the course, you need to stand out.
Matching Place with National Momentum
Our campaign did more than reflect the local scene — it aligned with a tectonic shift across the UK:
By 2028, Universities UK expects up to 27,000 new startups emerging from higher education, with a combined turnover of around £10.8 billion.
Ambitious targets like this need bold communication — and we designed a strategy flexible enough to scale up as RIC became part of the national conversation.
That ambition mirrors the ecosystem where accelerators, incubators, and enterprise modules—present in three-quarters of UK universities—are now key ingredients
From RIC to National Reach: Seed to Scale
At dewinter, our playbook extends beyond Chester:
We’ve partnered with institutions nationwide, bringing research-driven start-ups and enterprise pathways to life.
From concept to pitch to scale—to keep the pipeline full and the talent local—we lean on effective narrative design to drive engagement.
This is vital. Despite record startup creation, many firms exit university ecosystems prematurely, relocating abroad due to scale-up funding gaps — a concern echoed by university leaders calling the UK an “incubator economy”.
Where Ideas Flow: More Than a Brand, a Lifeline
By positioning RIC as more than real estate—as a catalyst—Where Ideas Flow bridges the local energy with national momentum:
Attracts ambitious students and researchers.
Connects with regional businesses and investors.
Inspires entrepreneurs to build, grow, and stay rooted in the UK.
Because when you unite talented minds in the right atmosphere—with strong branding, strategic storytelling, and community energy—ideas don’t just emerge. They flow into full-fledged, impactful enterprises.
To keep the current going:
As the UK gears up for nearly 27,000 new university startups by 2028, branding and communications are no longer optional extras — they’re mission-critical. Whether launching your first innovation hub, rebranding an incubator, or rallying regional collaboration, the strategy must reflect so much more than infrastructure. It must animate community, create touchpoints, and help ideas cascade into thriving ventures.
Ready to bring that energy—and impact—to your university or hub? Visit our Riverside case study Let’s start a conversation.
Sources: Universities UK, Higher Education Statistics Agency, Higher Education – Business & Community Interaction survey