Elevating a university’s brand to align with its achievements 

Carleton University is a world-class institute of learning and growth, but its reputation lagged its achievements. Fresh on the heels of a bold new Strategic Integrated Plan, they needed to update their image and start to tell their story in a consistent, proud, and engaging way.

We developed a new brand strategy and messaging that repositioned around its aspirations, values, and location. This came to life as a refreshed visual identity—with a revitalized shield, updated colour palette, and new unique design elements to tell Carleton’s story in an exciting way. We also developed a new creative platform, “Challenge”, that invited students to question established ideas and embrace a challenger mentality at Carleton.

• New brand and creative platform underwent extensive consultations, was championed by the President, and got buy-in from all university faculties and departments
• Chosen visual identity was selected by 74% of surveyed community
• Creative platform adopted across the university, from advertising campaigns to communications materials to the name of their first conference