Haskayne MBA Program Campaign

Challenge

Develop a recruitment campaign for the Haskayne's MBA program that could compete within a crowded and highly competitive post-secondary market. The campaign needed to appeal to prospective students across local, national, and international audiences while reinforcing Haskayne's position as a leading Canadian business school.

Approach

As lead designer, I developed a flexible visual campaign that could be applied consistently across print, digital, outdoor, transit, and environmental advertising. Working within the University of Calgary brand framework, I leveraged the institution's bold colour palette and created a visual system inspired by the Rocky Mountain landscape.

Angular geometric forms became a recurring design element throughout the campaign, symbolizing growth, ambition, and forward momentum. Combined with authentic photography and clear messaging, the campaign balanced institutional credibility with a modern, aspirational aesthetic designed to resonate with working professionals and future business leaders.

The visual system was intentionally built for scalability, allowing recruitment teams to maintain a consistent presence across a wide range of media and audience touchpoints.

Results

• Created a multi-year recruitment campaign spanning print, digital, transit, airport, and outdoor advertising

• Developed a cohesive visual system adaptable across numerous formats and audiences

• Strengthened program visibility through consistent brand application and high-impact creative

• Supported MBA recruitment efforts across local, national, and international markets

• Delivered a comprehensive suite of marketing materials used across multiple recruitment cycles