Mcmaster university, degroote school of business
Marketing Collateral for Future Business Leaders
Project
Create a strong, impactful visual identity that showcases the business school as a top-tier institution with career opportunities, and student success stories. The goal is to create impactful marketing collateral that positions the school as the premier choice for future business leaders, attracting top talent.
Role Lead Designer
Partners 2 Marketing & Communications Strategists, 1 Communications Manager, Recruitment Team, Printing Production
Software Tools Adobe Illustrator, Indesign
Challenge
The challenge was designing collateral for two distinct audiences: young professionals in the MBA program and 17-18-year-olds entering the undergraduate programs. The goal was to create materials that stood out in a competitive academic market while balancing informative content and visually appealing design.
Solution
Create tailored collateral for each audience—MBA professionals and high school graduates—combining impactful messages and strong, impactful visual identity. The materials received praise from the recruitment team and impressed students with high-quality visuals that elevated the programs’ perception.
Undergraduate Focus
The design aimed to ignite excitement for students starting their higher education journey at McMaster. With the theme “Your Journey Starts Here,” the visuals featured topographic map elements to symbolize the path leading to the university, capturing the beginning of an exciting academic adventure.
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To attract prospective undergraduate students, a positive sticker sheet was created as a fun bonus item.
The stickers were versatile enough to be appreciated even if the students ultimately chose not to attend McMaster.
MBA Excellence
The design of the MBA collateral was created to resonate with the ambition and professionalism of prospective graduate students. Featuring a sleek, modern aesthetic and bold typography, the design reflects the program’s forward-thinking approach. The goal was to inspire confidence and highlight the value of earning an MBA at McMaster.
