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 space on campus, we wanted a name as unique as the place itself—just like the University of Minnesota gave the world the toaster. We focused on dynamic, playful names rooted in Minnesota, using active brainstorming, wordplay exercises, and careful reflection to find the perfect fit.

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 were established, the next question was clear: what should the space look like? Our creative team expanded into interior design, exploring color palettes, graphics, furnishings, and décor to bring the identity to life.