BRAND REJUVENATION

The University of Guelph

The strategy was to peel the existing brand and messaging platform apart, streamline it, give it new meaning and reimagine it from a visual perspective. The creation of a messaging architecture, a visual language system and accessible resources allowed stakeholders (including all campus communicators, colleges and academic communities) to easily align with and adopt the new brand theme. It’s first external application was the launch of U of G’s new website portal in 2017 – during admissions season. The results? 17% increase in admissions page visits, 13% decrease in bounce rate, and overall increase in website traffic from 2.4 million to 3.3 million (in one semester) indicating traction and momentum for the new brand theme.