Haskayne Executive MBA Program Campaign

The Haskayne Executive MBA is a premier program designed for senior professionals ready to elevate their leadership and make a lasting impact. I was tasked with developing a comprehensive marketing campaign that would reflect the program’s prestige, speak directly to executive-level audiences, and align with the University of Calgary’s refined brand strategy. The campaign included a flagship brochure, print and digital ads, airport billboards and digital screens, social media graphics, magazine ads, and website assets. Each piece was designed to project strength, clarity, and confidence—delivering a cohesive, strategic message that reinforced the EMBA as a transformative next step for ambitious professionals.

Client: Haskayne School of Business, University of Calgary
Role: Senior Graphic Designer
Deliverables: Program brochure, print and digital ads, billboards, airport displays, social media graphics, website assets
Year: 2022

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Design Objective
The goal was to create a suite of marketing materials that reflected the Haskayne Executive MBA’s elevated academic experience and real-world value—designed specifically for busy, senior professionals seeking flexibility, leadership growth, and career advancement. The materials needed to visually communicate prestige, strength, and clarity while aligning with the University of Calgary’s brand and distinguishing the EMBA from other MBA offerings within the Haskayne portfolio.

Design Approach
To position the program as both aspirational and accessible, I developed a clean, structured visual system anchored in yellow from the UCalgary brand palette—chosen for its associations with energy, leadership, and executive presence. I introduced the hexagon as a central design motif, drawing on its symbolism in nature and engineering—representing efficiency, structural strength, and intelligent systems, all qualities aligned with the EMBA experience.

The hexagon served both visual and conceptual functions, organizing content clearly while reinforcing themes of strength and smart leadership. I art directed a custom photoshoot featuring current students and alumni, captured in authentic downtown Calgary workspaces to reflect the program’s real-world credibility. The overall tone remained on brand while elevating the aesthetic to resonate with mature, career-focused professionals.

Impact
The refreshed Executive MBA campaign positioned the program as a bold, career-defining move for high-level professionals. The brochure became a cornerstone recruitment tool, reinforcing the program’s credibility and distinctiveness in a competitive market. To reach busy executives in their own environments, campaign materials were strategically placed in high-traffic downtown office towers and the Calgary International Airport—including digital screens, billboards, and print ads. The broader campaign also included in-classroom materials, social media graphics, digital ads, and website assets. Together, these deliverables formed a cohesive, high-impact presence and established a new visual benchmark for executive-facing marketing at the Haskayne School of Business.

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