Haskayne BComm Brochure

The Haskayne Bachelor of Commerce (BComm) program is designed to shape the next generation of business leaders—starting with students fresh out of high school. I led the creative development of a bold, student-focused campaign aimed at capturing the attention of prospective students and their families. With vibrant graphics, authentic student imagery, and messaging that emphasized opportunity, growth, and community, the campaign positioned Haskayne as a standout choice for those beginning their university journey in business.

Client: Haskayne School of Business, University of Calgary
Role: Senior Graphic Designer
Deliverables: Program brochure, social media campaign, posters, postcards, bookmarks, and “BOLD” app icon
Year: 2022

01b_BComm.jpg
01c_BComm.jpg
01d_BComm.jpg
01e_BComm.jpg
01f_BComm.jpg
01g_BComm.jpg
01h_BComm.jpg
01i_BComm.jpg
01j_BComm.png

Design Objective
To attract high school graduates (and their parents) to Haskayne’s Bachelor of Commerce program, the campaign sought to differentiate Haskayne from other university and faculty offerings while showcasing its strengths: AACSB accreditation, 15+ concentration options, paid co‑op placements, leadership opportunities, and excellence in competitions like ICBC and JDC West. The goal was to drive applications and position Haskayne as the preferred choice for students seeking a dynamic, growth-focused business education in Calgary.

Design Approach
I used the University of Calgary’s bright legacy palette to create youthful, vibrant graphics that resonate with first-year students. The “Choose Haskayne” theme guided the visual narrative, supported by bold typography and energetic layouts. I directed photoshoots featuring current students to capture authentic, aspirational imagery. Additionally, I designed the BOLD icon for the Suitable student engagement app, complementing the BComm visuals while encouraging exploration of co-curricular events and community building.

Impact
Our campaign achieved extensive visibility: printed brochures, campus posters, and desktop/tablet–optimized social assets reached prospective students online and in-person, including at high schools and campus events. The BOLD icon helped drive student engagement through in-app surveys and event sign-ups. Early feedback from Haskayne’s Marketing and Admissions teams highlighted increased enquiries and enthusiastic reception from new recruits and their families—reinforcing Haskayne’s reputation as a top-tier business education destination.

Previous

Haskayne Executive MBA
Next

Haskayne 50th Anniversary