Partnership announcements in B2B often feel like corporate box-ticking - bland press releases that nobody remembers. But when UPP wanted to announce their strategic collaboration with sustainable architecture practice Architype, they needed content that would actually land with university decision-makers facing real climate commitments.
The Challenge
Confronting the Climate Emergency
Following COP26, UK universities committed to "Confronting the Climate Emergency" across 25 million m² higher education estate. When UPP - with £3.5bn invested in the sector since 1998 - partnered with award-winning sustainable practice Architype, they needed content that would demonstrate real expertise and tangible outcomes, not just another partnership announcement in a sector full of sustainability pledges.
The Magic
Two distinct but complementary pieces of content that work together to tell a partnership story with genuine substance
Our Strategy
Strategic announcement film
A hybrid approach blending traditional talking heads with bespoke animation that seamlessly integrates with UPP's brand identity - elevating the messaging beyond standard corporate communication.
Expert insight content
Ben Humphries, Director of Architype, discussing what the partnership actually means for universities - real expertise from the UK's leading ecological and ultra-low carbon practice.
Brand-aligned animation
Custom motion graphics that enhance rather than distract, keeping the focus on substance while adding visual sophistication.
Credible positioning
Content that showcases UPP's track record (first UK Passivhaus student accommodation, 450,000 students housed) alongside Architype's award-winning sustainable design expertise.
01
Hybrid storytelling.
Combining the authority of expert interviews with the engagement of animated elements - getting the best of both approaches without compromising substance.
02
Real project examples.
Content anchored by tangible outcomes like the University of Exeter's ground-breaking 1,700-room Passivhaus scheme, not just aspirational messaging.
03
Strategic pairing.
Two videos that work independently but amplify each other - announcement and deeper insight for different stakeholder needs.
04
Science-backed credibility.
Positioning partnership against UPP's SBTi-validated targets (50% carbon reduction by 2030, Net Zero by 2035) rather than vague sustainability promises.
The Impact
Partnership content that demonstrates why this collaboration matters to universities facing genuine climate emergency commitments. Two videos that work across different touch points - from initial awareness to detailed consideration - supporting UPP's strategic positioning in a sector where sustainability credentials increasingly determine partnerships.
