The Cannon Lachapelle Award recognizes entrepreneurial creativity at UCalgary — a meaningful, well-funded award that students first have to notice.

Our campaign design honours the family the award is named for while speaking directly to its audience: layered gradients, local imagery, and a visual voice tuned to the students most likely to apply. The system ran across social, digital screens, email, backlit posters, and the web.

Awards live or die on their applicant pool; the campaign's job was to fill the room, and it was built for exactly that.