Longfellow Real Estate Partners
Bold murals and immersive events that break the corporate mould, at one of the UK’s most versatile, innovative life sciences campuses.
- Location
- Cambridge, UK
Overview
A Space for Innovation
Longfellow sought to introduce CamLIFE's state-of-the-art life sciences campus to the Cambridge real estate market. Beyond a corporate showcase, they wanted to demonstrate what sets CamLIFE apart: exceptional amenities, prime location, cutting-edge facilities, and a distinct sense of place that breaks from the norm of traditional lab environments.
We delivered a three-part solution that brought this vision to life through a distinct brand identity package, permanent artworks, and an immersive event that put local community and innovation at its heart. Sustainability was a key consideration too, with physical assets to be repurposed from the event into the marketing suite elsewhere on site.
The Brief
Distinct Differentiation
Longfellow tasked us with differentiating CamLIFE from competitors in a crowded market. The campus offers premium lab space for some of the UK’s most exciting businesses in the life science sector, and our challenge was to communicate its unique value proposition to real estate brokers and key stakeholders whilst creating meaningful networking opportunities.
Our intervention needed to work on two levels: establishing a lasting visual impact through large-scale murals that will define the buildings for years to come, and a branded event that would provide an unforgettable experiential moment.
"Innovation in life sciences can thrive in spaces that feel truly alive."
John Lenehan, Commercial Director at Acrylicize
An overview of the CamLIFE Launch Event branding
Our Approach
The Brand
Tasked with creating a distinct brand identity for the CamLIFE event, we developed a visual language rooted in the concept of CamLIFE as "a brighter place to be." Taking inspiration from a spark - a moment of ignition and discovery - we created a premium aesthetic that captured the energy and illumination at the heart of life science innovation.
The brand system rolled out comprehensively across invitations, posters, banners, menus, and digital touchpoints, underpinning the entire experience with a cohesive visual thread. Colours and the spark motif subtly influenced lighting within the space too, via a bespoke animation playing on screen, transforming CamLIFE's "brighter place to be" from concept into a tangible brand experience.
Tote bag concepts
Branded menu detail
Floral design studio, 'Clemmie and Twine', at the Launch Event
Our Approach
The Event
The Launch Event extended the aesthetic of the murals into a fully immersive experience - everything flowed from Longfellow's "Elevate" programme and its seven foundational pillars: Brainpower, Access, Balance, Connections, Generosity, Taste, and Play. Working with our experienced pool of suppliers from The Art House, we handled complete event management, production, and branding. The following day, we produced a stakeholder conference. A bespoke animation acted as atmospheric mood lighting throughout the space, casting a signature purple glow that echoed the mural palette.
With a curatorial emphasis on local artisans and vendors, we brought five Cambridge businesses into the heart of the event: floral arrangements from a local florist, craft gin from a regional distiller, bespoke scents created specifically for the evening by aromatherapist Emma Kenny, artisan coffee from Kiernan's, and contemporary bao buns. Alongside this, our team developed all menus, collateral, and branded materials for each kiosk, ensuring every touchpoint reinforced CamLIFE's commitment to quality and locality.
Guerilla Kitchen
Launch Event highlights
"By placing a curatorial focus on local artisans and vendors, we were able to create an event that felt warm, considered, and genuinely connected to Cambridge and its community."
Connor Rankin, Head of Creative Programmes at Acrylicize
Mural #1 shown across the building facade at CamLIFE
Our Approach
The Murals
We designed three large-scale murals that respond to CamLIFE's architecture while celebrating the collaborative spirit of life sciences. Drawing on principles from Gestalt psychology - ‘the science of seeing’ - we created compositions that combine rendered detail with abstract forms. Visitors become active participants, not just observers, as they piece together the imagery in their own minds.
Vibrant colours - which offered a bold, unique identity for each building - interact with the existing architecture, incorporating subtle Easter eggs of Cambridge to root the work in place. The murals enrich CamLIFE's visual identity while embodying the essence of collaboration, innovation, and discovery at the heart of the campus.
Credits
Photography
Graham Turner
Videography
Graham Turner
Vendors
Guerilla Kitchen
Clemmie and Twine
Cambridge Gin Laboratory
Greys Bar Cambridge
Emma Kenny
