Category & Discipline
Pritchatt's
House Hub
Pritchatt's House Hub presented an opportunity to transform an everyday university environment into a space that felt vibrant, welcoming and connected to student life.
Working with the University of Birmingham, the aim was to develop an internal dressing concept that combined bold typography and illustration, bringing together familiar references from both the University and the wider city.
Bringing Student
Life Into the Space
The creative direction was built around an expressive mix of typography and hand-drawn, doodle-inspired illustration. Taking cues from the visual language of emojis and social media, the approach created a playful and instantly recognisable style suited to a student audience.
Illustrations referenced everything from Old Joe and the Birmingham skyline to the Bullring, student life and wider cultural landmarks, allowing the environment to tell a broader story about studying and living in Birmingham.
From Concept
to Environment
The finished environment brings together University identity, Birmingham culture and student experience within one cohesive graphic language.
What began as an exploration of doodles, illustration and expressive typography developed into a flexible internal dressing system that gives Pritchatt's House Hub its own distinctive sense of place.