Haskayne Executive MBA Program Campaign

Challenge

Develop a recruitment campaign for Haskayne's Executive MBA program that would appeal to experienced professionals seeking leadership growth, career advancement, and greater organizational impact. The campaign needed to distinguish the Executive MBA from other graduate business programs while maintaining alignment with the University of Calgary's brand standards.

Approach

As lead designer, I developed a cohesive visual campaign spanning print, digital, environmental, and web applications. The visual system was anchored by a distinctive hexagon motif inspired by principles of strength, efficiency, and interconnected systems—qualities that reflect both executive leadership and the Executive MBA experience.

The hexagon served as both a conceptual and functional design element, helping organize content while creating a recognizable visual identity across all campaign materials. To support the program's positioning, I art directed a custom photography shoot featuring students and alumni in authentic Calgary business environments, reinforcing the program's connection to leadership, industry, and real-world application.

Combined with a refined use of the University of Calgary's brand palette, strong typography, and structured layouts, the campaign was designed to communicate credibility, confidence, and executive-level professionalism.

Results

• Created a multi-channel recruitment campaign across print, digital, outdoor, and web platforms

• Developed a distinctive visual system that differentiated the Executive MBA from other program offerings

• Art directed custom photography to strengthen authenticity and audience connection

• Established a consistent campaign identity across recruitment touchpoints

• Delivered a flagship program brochure alongside a suite of supporting marketing assets