UCalgary's Bachelor of Design in City Innovation is the first undergraduate degree in Western Canada dedicated to using design to shape the built environment — a genuinely new offer that needed a launch to match.

We built a campaign around creativity's most reliable colour — bright yellow — with geometric forms in a simple animated line style, succinct copy leveraging the University's 'UCan' brand capital ('U Can Design the Future'), and a full asset suite: animation, online ads, posters, postcards, banners, video framing, and social.

First-of-its-kind programs get one launch; this one arrived looking like the future it teaches.