A place that shapes people.A brand that shows it.
The University of Manitoba had a compelling story—it just didn’t know how to tell it. Located in one of the coldest, most remote regions in the country, the institution had long struggled with national awareness and internal cohesion. Our challenge was to develop a unifying brand idea that could differentiate the university, attract top students and faculty, and inspire alumni to re-engage.
Trailblazer
The breakthrough insight came through strategic research: Manitoba’s location, often seen as a disadvantage, had actually shaped a culture of resilience, resourcefulness, and quiet leadership. My job was to give that insight form and feeling—to establish a creative direction powerful enough to spark the work and flexible enough to grow with it.
The result was the Trailblazer campaign, a nine-year platform that spanned recruitment, faculty achievement, and institutional pride. From the first-person headlines to the emotionally resonant tone, the foundation allowed the broader team to build confidently across multiple phases—each rooted in the same idea, but evolving with its audience.
Phase One –Identifying Potential
Challenge: The University of Manitoba needed to attract high-potential students in a competitive national landscape—without relying on traditional academic prestige or location appeal. The deeper challenge was shifting perceptions: helping students see that their own traits—curiosity, courage, determination—could be sharpened by the very environment that made Manitoba unique.
Solution: We framed those traits through the eyes of children. Each print ad featured a bold first-person declaration—“I am a Trailblazer,” “I am a Visionary,” “I am a Conqueror”—paired with striking portraits set in unmistakably Manitoban landscapes. These metaphors reflected the university’s strengths in Arctic climate change research, global health, and human rights, showing how personal instincts could evolve into world-changing action. Arresting visuals, honest tone, and a narrative rooted in place gave the university a new voice: bold, human, and proudly Manitoban.
ClientUniversity of Manitoba ProjectTrailblazer Launch Campaign Year2011
“The Trailblazer brand has changed how we think about ourselves, how we speak about ourselves, and—most importantly—how we act. It’s challenged us to go beyond the expected and has made a huge contribution to our success.”
- John Kearsey, Vice-President (External), University of Manitoba
Phase Two –Faculty Achievement
Challenge: After introducing the brand idea to prospective students, the next step was to demonstrate that the University of Manitoba didn’t just shape trailblazers—it attracted and empowered them. We needed to show that its faculty were already living proof of the brand, making meaningful contributions in fields with global relevance.
Solution: We shifted the spotlight from future potential to present achievement. The second phase of the campaign featured striking portraits of faculty members, each paired with a single, declarative archetype—Pioneer. Defender. Their stories weren’t told through lengthy bios, but through bold visuals and short, evocative copy that linked personal motivation to the university’s impact.
Set against powerful Manitoban landscapes, these faculty stories reinforced the idea that location wasn’t a limitation—it was part of the drive. Climate scientists working in the North. Human rights advocates confronting inequality. Each was pushing boundaries from a place others often overlooked.
ClientUniversity of Manitoba ProjectTrailblazer Faculty Campaign Year2011
Phase Three –Student Recruitment
Challenge: Having sparked early interest and showcased faculty leadership, the next step was to deepen relevance for prospective students. Many of them struggled to see their own potential—to reconcile how their current selves could connect to something larger. We needed to help them see beyond labels and reveal the deeper qualities that could shape their futures.
Solution: This phase introduced a more personal, interactive approach to recruitment. Each ad showed a student in a familiar setting—then revealed their deeper potential through a visual transformation. A “restless” gamer became a northern researcher. An “instigator” in a classroom became a renewable energy innovator. A “dreamer” staring out a window became a visionary by the water.
These dualities redefined limiting labels, turning them into strengths. In digital formats, users could interact to reveal the shift. In physical spaces like transit shelters and school bathrooms, placements made the change feel both literal and aspirational.
The campaign also invited participation. A social contest asked current students to define their own archetypes, adding authenticity and reach. With strong take-up across digital and mobile, Phase 3 brought the campaign full circle: from big idea to personal connection.
ClientUniversity of Manitoba ProjectTrailblazer Recruitment Campaign Year2012
Results:
• Strong resonance across students, faculty, alumni, and donors
• Brand adopted voluntarily by all faculties
• Enrolment reached capacity by 2013
• Philanthropic donations increased significantly
• 20 CASE awards (Council for Advancement and Support of Education), including the Grand Gold Prix
• 2015 Cassie Award for campaign effectiveness
