The Sauder School of Business at UBC was looking for a brand refresh that better reflected their brand essence of “Fresh Perspectives” while aligning themselves more closely to the University. There was a consensus that the current brand felt too corporate, conservative and rigid.

We looked to the shapes and angles in their logo to create a dynamic, flexible graphic device to act as enclosure for photography or a home for their messaging. The colour palette was revitalized and a colour system developed to represent the various faculties.
A more expressive typeface allowed for more controlled or bolder typographic statements, while featuring a photography style with a more personal perspective featuring snapshots of real life and unexpected viewpoints of life on campus.

Agency: Cossette
Creative Director: Nick Richards