The Brief

In 2016, I was hired as a Student Marketing Manager with the StFX Students’ Union. In this position, I led a rebranding project to update the Union’s identity - the first update since 2007. The decision to rebrand stemmed from exploratory design work conducted as part of the 2016 Orientation Week branding, seen near the end of this page.

The existing identity was strong, though lacked a larger visual system, and editable/vectored files were not available, limiting opportunities for growth/further use.

The following examples highlight how the previous identity was used inconsistently across applications.

Exploration

Over the summer of 2016, I explored many different avenues for a refreshed StFX Students’ Union visual identity. I was intent on keeping the core blue and orange colours, as well as some variation of a “U".

The issues with the existing identity at the time were that there was a lack of implementation guidelines, and that no vectored versions of the logo existed.

It was clear that a new identity needed to be designed with modern applications in mind, and produced in proper formats easily accessible by all Union employees.

Initial Concepts

A Modern Look

The refreshed identity took advantage of the slang name of the union “TheU”, as its main mark.

Social media accounts managed by the Union were given refreshed cover graphics. Pictured below is the main cover image, including the Union’s slogan “For Students, By Students”.

Refreshed Cover Photo

Print Media

Throughout the year, the Union produces print media of all types - business cards, posters, stationary, media passes, signage.

Included here are two of the most interesting examples - staff and media passes for events throughout the year. The first is an image of a media pass for the 2016 Orientation Week events, where the style and concept of the refreshed identity were first fleshed out.

2016-2017 Staff Event Pass

2016 Orientation Week

In May 2016 I began developing the entire branding behind StFX Frosh Week 2016  - "This is 2020". The theme of the week was "futuristic, modern, and sleek". We explored many different options, but settled around the idea of a logo resembling the "EPCOT" geodesic dome.

From this initial concept, I developed the final logo, and the circuit-like branding associated with it. In total, this project included the production of logos, social media graphics, video content, photo backdrops, frosh kit items, and one hell of a great time. 

Final Branding Style:

The initial concept evolved into a futuristic set of visuals - sharp lines representing electrical circuits with the same blue gradient glow as the refreshed Students’ Union.

Headline Concert

2017 Election Campaign

The 2017 StFX Students' Union Election marked a decidedly different race than years prior. There were multiple candidates for both the President & Vice-President Positions, and there was no clear favourite.  

As a Student Marketing Manager, I led an effort to increase voter turnout through both print and digital media campaigns. A “Get Out the Vote” campaign was launched several weeks prior to the election date, consisting of video content, promoted posts, and town hall debates. On the evening prior to the election , several hundred posters were plastered across campus in key locations as a “blast” tactic in an effort to avoid any aging of our ads, and prompt students to vote immediately.

On the day of election, voters who voted at designated polling stations throughout campus received “I Voted” stickers. The main method of voting was a dedicated form at vote.theu.ca.

These efforts helped to increase voter turnout from 17% in 2016, to 26% in 2017. 

Election Cover Photo

“Get out the Vote” Posters

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