At the University of Toronto Mississauga MMPA program, we won over decision-makers with data-driven insights, rapid iteration and an eyes-on-the-prize mentality.
Attract ideal student candidates with a bold design refresh
In 2019, we were presented with a challenge: to help the University of Toronto Mississauga Master of Management & Professional Accounting (MMPA) program enhance its student recruitment efforts by refreshing its brand identity.
Undaunted by existing brand guidelines, legacy designs and a slow-moving bureaucracy, we jumped right in to help the MMPA team roll out a refreshed brand within just 3 months.
The success of creative work is driven by strategic insights aligned with organizational objectives.
This requires starting with discovery and analysis to frame creative work within the right context.
We started by analyzing recruitment data and speaking with students and alumni to understand their decision-making journey when choosing the MMPA program.
There was no big reveal at the end of the design process for the MMPA brand identity refresh.
Instead, we facilitated rapid iteration and secured approvals from the U of T Mississauga team on an ongoing basis while maintaining momentum with clear deadlines for feedback.
The final brand outcome was a success because everyone was on board and involved at every step.
Pushing creative boundaries can help break through in a noisy market like the post-secondary student recruitment space, yet some things can be off limits.
Legacy organizations can have established design elements that are central to their identity and must be respected.
We engaged with the University of Toronto executive creative director from the get-go, which helped us identify the design space open for innovation while respecting institutional guardrails.
Working with Hyphen Co. has been such a great experience. Their knowledge and design ideas have helped our program step into the future with our new branding initiatives. Having worked with all the team members, I can say with confidence, they are all very responsive and willing to assist with anything.