Haskayne MBA Program Campaign

As the Haskayne School of Business’s most sought-after program, the MBA required a standout campaign that would position it competitively both in Canada and internationally. I led the design and creative direction for a robust suite of marketing materials that visually elevated the program while staying true to the University of Calgary’s brand standards. From print and digital advertising to transit and airport placements, the campaign aimed to capture attention, reflect the bold spirit of the school, and resonate with prospective students—especially those drawn to Calgary’s unique location near the Rocky Mountains.

Client: Haskayne School of Business, University of Calgary
Role: Senior Graphic Designer
Deliverables: Program brochure, print and digital ads, billboards, airport displays, LRT and bus ads, social media graphics, website assets
Year: 2021-2023

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
The University of Calgary’s bold colour palette offered a unique advantage in a competitive academic landscape, where many institutions rely on more neutral tones. I leaned into this distinct visual language—particularly the strategic use of red—to create a vibrant, confident, and energetic tone throughout the materials. Geometric shapes inspired by the Rocky Mountains formed the foundation of the visual system, symbolizing ambition, resilience, and forward momentum. These angular forms brought a sense of motion and elevation that reflected both the school’s physical location and the aspirational nature of the MBA journey.

Photography captured the Haskayne student experience with authenticity—highlighting engaged learning, community, and connection. Each element was crafted to deliver a modern, high-impact look that would resonate across cultures while aligning with the University’s bold, progressive brand identity.

Impact
The Haskayne MBA is the school’s flagship program—and with hundreds of MBA options available globally, standing out was essential. This campaign played a critical role in asserting Haskayne’s position as a top-tier business school and making the case for why Calgary should be the destination for future business leaders. Spanning local, provincial, national, and international markets, the campaign was designed to support recruitment efforts at every touchpoint—creating bold, memorable visuals that cut through a crowded field.

From transit ads across Calgary to airport displays, digital promotions, and targeted print media, the work consistently elevated awareness, increased engagement, and drove qualified inquiries. Every design choice was purposeful—tailored to reach the right audience with the right message. By aligning visual storytelling with the program’s core strengths—academic excellence, real-world application, and a vibrant business community—the campaign helped Haskayne grow its global reputation and attract the next generation of MBA candidates. It became a foundational tool for the recruitment team and a powerful expression of the school’s leadership, confidence, and momentum.

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Haskayne Executive MBA