ISI Branding with close collaboration with Wesbridge Steelworks developed the content strategy, case study and submission design to elevate the firm and win the prestigious CISC (Canadian Institute of Steel Construction) 2015 B.C. Steel Design Award in the Engineering Division for Outstanding Steel Construction.
The New Student Union Building (SUB) is located at the “Core of Campus” at the University of British Columbia (UBC), one of Canada’s elite universities. The New SUB is a vibrant destination point and an interactive “Nest” for students from around the world to build a community. To achieve the architectural expression and synergize form with function, steel was the natural choice as one of the primary construction materials. The New SUB is a five-storey precision structure including a massive mechanical penthouse which showcases spectacular views of the campus and soaring steel trusses. During the creation of this community-based building, the New SUB aimed for LEED’s platinum standard, energy smart qualities, and sustainability.
The world-class design commenced with an Integrated Design Process, which was a collaboration of students, stakeholders, architects and structural engineers. A hybrid of sustainable building materials was carefully selected to respect the legacy of the old SUB and to celebrate the conscience of future generations in the New SUB “Nest”. To capture the collective visions of teams, only steel possessed the balance of strength, precision and flexibility to reach beyond boundaries and reinforce the UBC brand as “A Place of Mind”.
To ensure that the technology-forward 250,000+-square-foot building remained the focal point and pulse of the campus community, several unique architectural elements were incorporated. The steel highlights of the multi-purpose student agora environment include the Great Hall, the actual Nest, and three stories of “floating” stairs with two stairwells. At completion, the new 45,000-strong student population home required a total investment of $103 million and will open its doors in early 2015.
Wesbridge Steelworks – Reaching Beyond Boundaries and ISI Branding – Where Ideas Inform, have collaborated on various brand marketing strategies over the past decade. Projects have included Strategic Brand Marketing Plans, Brand Roadmap, Content Strategies, Brand Identity, Website Development, Print Collateral, Advertising and Award Submissions for CISC and VCRA for the UBC – University of British Columbia’s SUB – Student Union Building and YVR – Vancouver International Airport’s AOB – Airside Operations Building.
About Wesbridge Steelworks Limited:Wesbridge_ID_2015
Established in 1964, Wesbridge Steelworks Ltd. will soon celebrate five decades of reaching beyond boundaries in structural, architectural and ornamental steel for institutional, commercial and industrial projects throughout British Columbia. The firm’s award-winning core services include fabrication, detailing, erection, engineering, design and miscellaneous steel. The collective intelligence of all Wesbridge teams, the leveraging of technology-forward software systems and the development of precision-based solutions are key drivers for the firm’s continuous growth and adaptability.
