University of British Columbia Okanagan
Expanding A Brand’s Appeal.
More than 10 years after being established in 2005, UBC Okanagan tasked us to forge a differentiated brand position while maintaining its top-40 global university appeal. After an extensive and collaborative effort with UBC and UBCO faculties and departments, we defined key target audiences and developed a benefit-driven brand position to express what Okanagan could uniquely offer – a top ranked education delivered on a tightly-knit, entrepreneurial campus. Then we built a new creative platform, dubbed “There’s an ‘O’ in UBC”, to illustrate the advantages of combining local strengths with world-renowned capabilities.
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