HIRE THE BEST-IN-CLASS
Unifying a Brand for U of T Co-op
The University of Toronto had a bold vision to bring together five distinct co-op and internship programs under one shared vision. What began as the Tri-Campus Partnership (TCP) evolved into a confident, modern brand with a digital presence that reflected the excellence, diversity and ambition at the heart of a cohesive and improved new entity: U of T Co-op.
Client
University of Toronto
Year
2024
Scope of Work
Advertising & Promotions
Brand Design
Collaborators
Alan Marr
Eden Robbins
Emmet Koudis
Len Dang
Yauheni Baldziusau
GETTING A QUICK START WAS A KEY OBJECTIVE
Our first step was to pre-launch an interim solution, including an overview brochure and presentation deck used to highlighting the program's key messaging and benefits. It's primary purpose used as an immediate tool for U of T business-development teams to promote at conferences and prospective employer inquiries. With this early success, we then began a robust content analysis to reveal insights and shared benefits we could amplify as part of the new brand framework.
The process demanded alignment among multiple stakeholders, each with unique needs and systems already in place. What united them was a shared goal: to strengthen U of T’s position as Canada’s leading source of employer-ready talent.
A new digital foundation for the new U of T Co-op website emerged as an integrated platform showcasing over 45 programs seamlessly connecting employers to top talent across all three campuses of the university, specializing in their own unique discipline and employer co-op opportunity.
The result is the new brand aligned perfectly with the university’s Defy Gravity campaign, celebrating innovation, curiosity and the drive to overcome limits. Today, U of T Co-op is a confident, modern brand that reflects the excellence, diversity and ambition that's at the heart of the University of Toronto.
