Yorkville University
Building Brand Recognition Through Integrated Design
Challenge
In a competitive higher education landscape, Yorkville University faced the challenge of building brand awareness, strengthening recognition and differentiating itself from more established institutions. As the university expanded its academic programs and reached prospective students across Canada, maintaining a cohesive and recognizable brand across digital, print and physical touchpoints was essential to creating a consistent and compelling brand experience.
Approach
Working across brand development, art direction, digital and print design, I developed creative solutions that brought Yorkville University's identity to life. My work spanned website design, program landing pages, UX/UI solutions, integrated advertising campaigns, student success stories, recruitment collateral and graduation experiences. Through collaboration with marketing, content, development and production teams, I balanced creative expression with accessibility, usability and brand consistency across multiple touchpoints.
Outcome
The work established a cohesive body of creative that supported Yorkville University's brand presence across digital, print and physical environments. From national out-of-home campaigns and commercial productions to website experiences, student-focused digital tools and graduation materials, each initiative contributed to a consistent brand experience throughout the student journey, from initial awareness to graduation.
Built Different
Built Different was a brand campaign developed around the idea that Yorkville University's students are built different. Balancing careers, education, families and personal ambitions, these students challenge traditional expectations of what pursuing higher education looks like.
Through bold typography, confident messaging and impactful creative, the campaign celebrated their ambition, resilience and ability to do it all. Brought to life across out-of-home advertising and digital platforms, the creative reinforced the idea that success doesn't have to come at the expense of everything else.
Refuse to Choose
Refuse to Choose celebrates the determination of Yorkville University students who pursue their education without putting the rest of their lives on hold. Featuring real graduates and their personal stories, the campaign highlights the challenges, sacrifices and achievements behind each academic journey.
Inspired by the defining moment at graduation when years of hard work become a personal triumph, the creative captures the pride and realization of “I did it.” Through authentic storytelling and impactful visuals, the campaign brings the university's message of possibility to life.
Student Success Stories
In a competitive higher education landscape where institutions often communicate similar messages, authentic student experiences offered a more personal and credible way to connect with prospective students.
Through real-life testimonials, the Student Success Stories campaign highlighted the individual journeys, challenges and achievements of Yorkville University students and graduates. Developed as video advertisements, the stories placed real people at the centre of the creative, using personal experiences to build trust, strengthen credibility and showcase the possibilities of a Yorkville education.
Paid Social Advertising
With multiple academic programs to promote and constantly evolving advertising requirements, Yorkville University needed a flexible approach to paid social creative that balanced brand consistency with the ability to adapt quickly.
I developed a scalable template system with interchangeable imagery, colours and messaging, allowing creative variations to be produced efficiently across different programs and audiences. This modular approach streamlined production, supported faster A/B testing and made it easier to refresh campaigns without rebuilding assets from scratch, while maintaining a cohesive visual identity across all advertisements.