HIRE THE BEST-IN-CLASS
Unifying the Brand of U of T Co-op
The University of Toronto sought to bring together five distinct co-op and internship programs across three campuses under one shared vision and operating platform. What began as the Tri-Campus Partnership (TCP), transformed into a confident, modern brand and digital presence, reflecting the excellence, diversity and ambition of U of T Co-op.
Client
University of Toronto
Year
2024
Scope of Work
Advertising & Promotions
Brand Design
CONSOLIDATE EMPLOYER RECRUITMENT UNDER ONE VISION
Our objective was to consolidate 5 co-op programs, 150+ academic disciplines, under one shared vision and operating platform. Our challenge was to gain the trust of key stakeholders within each co-op program/internship program across all three campuses, by including them in the process with senior leadership and supported by the President guided initiative.
With competitive research and analysis in hand, our immediate task was to pre-launch an interim solution, which consisted of an Overview Brochure and Presentation Deck as an immediate tool for U of T business-development teams to promote at conferences and prospective employers. In tandem, we revealed insights and shared benefits we could amplify as part of the University's new brand launch: Defy Gravity.
An critical part of the process was the alignment among multiple stakeholders, each with unique needs and systems already in place. What united them was a shared goal to strengthen the position of U of T as Canada’s leading source of quality, employer-ready talent.
A new digital foundation for the new U of T Co-op website emerged as a robust, integrated platform showcasing over 45 programs seamlessly connecting employers to top talent across all three campuses and unique disciplines.
The result is a cohesive and confident new brand which perfectly aligns with the University’s Defy Gravity campaign, increased employer engagement and successful internal adoption by all key stakeholders.
