Haskayne BComm Brochure

Challenge

Develop a recruitment campaign for Haskayne's Bachelor of Commerce program that would appeal to prospective students and their families while differentiating the program within a highly competitive post-secondary market. The campaign needed to communicate the breadth of opportunities available through the program while creating a strong emotional connection with future students.

Approach

As lead designer, I developed a student-focused visual campaign built around the theme "Choose Haskayne." The creative strategy emphasized opportunity, growth, leadership, and community while showcasing the program's unique strengths, including multiple concentration options, experiential learning opportunities, co-op placements, and student leadership experiences.

To connect with prospective students, I leveraged the University of Calgary's vibrant brand palette, bold typography, and dynamic layouts to create an energetic and approachable visual identity. I also art directed photography featuring current students to capture authentic campus experiences and reinforce a sense of belonging.

As part of the campaign, I designed the BOLD icon and supporting visual assets for Haskayne's student engagement platform, extending the campaign beyond recruitment into ongoing student engagement and community building.

Results

• Created a multi-channel recruitment campaign targeting prospective students and families

• Developed a cohesive visual system spanning print, digital, campus, and event-based communications

• Designed the BOLD student engagement platform icon and supporting promotional materials

• Strengthened consistency across Bachelor of Commerce recruitment materials

• Delivered a scalable campaign used across multiple recruitment and student engagement touchpoints