Attracting students with a bold brand identity refresh
Recruitment & Marketing Officer, MMPA, University of Toronto Mississauga
“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.”
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.
We won over decision-makers with data-driven insights, rapid iteration and an eyes-on-the-prize mentality.
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.
- Brand discovery – analysis of existing brand & environment
- Brand articulation – value proposition & tagline development
- Brand identity refresh – brand mark & elements design, brand guidelines
- Recruitment collateral design & copywriting – brochure, banners, swag
The success of creative work is driven by strategic insights aligned with organizational objectives.
We spoke with MMPA students & alumni to understand their WHY behind choosing the MMPA program.
Student insights paired with input from stakeholders allowed us to develop a robust, creative, data-driven strategy for connecting with the ideal student recruits.
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
We don’t limit how many brand creative options we present. Comparing & finding the one that excites everyone and just ‘fits’ is part science & part art form.
Legacy organizations can have established design elements that are central to their identity and must be respected.
Recruitment teams try to stand out & appeal to their ideal student recruits at post-secondary recruitment fairs.
MMPA’s refreshed brand identity sets it apart from its competitors with a bold approach, just like the type of students MMPA attracts.
We created a custom company brand guide to help everyone within the organization easily understand and implement the brand.