The Generator is a Melbourne University initiative, designed to inspire students to engage in critical conversations on design in the built environment. The project enables students to upload projects, participate in online forums and publish interviews. The identity we developed is a three dimensional, multi-facetted shape which changes colour to reflect the idea of different perspectives and views. We then rolled this identity out to a website and blog, which dynamically feeds into a mobile site. We also produced a 180 page publication with student interviews, projects and profiles.