Tablet with the CityStarters logo above London's skyline surrounded by accessories.


Adopting a Tech City inspired campaign design to promote student enterprise and entrepreneurship.

Tablet with the CityStarters logo above London's skyline surrounded by accessories.
Front view of a laptop with eight City Starters images.
Close-up of lady pointing to her red T-shirt with brain imagery accompanied by text which reads "I'm a thinker".
City Starters Startup Fest and Seminars posters on a wall.
Three nomadic posters for City Starters
A collection City Starters badges.
Close-up of CityStarters Weekend poster being held by a woman.


City University London attracts some of the country’s most innovative minds and is located on the doorstep of Tech City, Europe’s leading cluster for tech startups. Its diverse culture and progressive outlook provides the inspiration and nesting ground for entrepreneurial spirits.

Keen to demystify the stereotypes exampled by Dragons Den and The Apprentice, City University created CityStarters, which aims to challenge students’ perceptions about what being an ‘entrepreneur’ really means.

Fabrik was briefed to create a visual identity for CityStarters and its supporting initiatives.


Adopting a Tech City startup-inspired design was important in order to appeal to both students and actual startups. Since many business ideas have been born from a scribble on a Post-it note (or equivalent), an identity combining graphics, stylised illustrations and photography was developed. Supported by a straight-talking tone of voice, CityStarters is fun, engaging, and makes enterprise accessible to all.

The creation of dedicated materials has enabled all streams of enterprise-related activities to be promoted, while the full range of initiatives is available through a branded area on the CityUniversity website.

What we did

  • Campaign identity
  • Topline messaging
  • Tone of voice
  • Illustration development
  • Launch pack materials
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