Carleton University - Rebrand

Helping a university’s brand reflect its achievements.

**Agency:** Banfield
**Role:** Creative Director/Copywriter

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 Carleton around its aspirations, values, and location. This came to life as a refreshed visual identity — with a revitalized shielf, 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.

The rebrand and positioning project underwent extensive consultation with the Carleton community of staff, faculty, students, alumni, and the local business community. The project was championed by the University President throughout the process and the “Challenge” platform has been embraced by the university, serving as a guiding light for all university communications as well as the name of their annual conference.