Today We Shape Tomorrow

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Project Details

In their 110-year history, Canadian University Sports have never had a cohesive, bilingual brand.

The design resolves remarkable language challenges, clearly conveys “Canadian University Sport” — without ever saying it.

Fifty-six universities. Twelve-thousand student-athletes. Five-hundred coaches. Seventy-seven hundred games and twenty-one national championships each year. They all come together under one brand: U Sports Canada.

Case Study

In their 110-year history, Canadian university sports have never had a cohesive, bilingual brand. They need a new name and identity.

Strategy

I produced and directed a series of seven films explaining the inspiration behind the brand, why university sport matters, and athlete stories.

Result

The huge system now all come together under one brand: U Sports Canada with the slogan: Today we shape tomorrow.

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