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Vie de campus
By : Pixel
GRANDS PRIX DU DESIGN 19th edition
Distinctions
Discipline : Communication & Branding
Categories : Communication Design / Digital Content & Social Marketing : Gold certification
Categories : Brand Design / Brand Identity (Creation & Rebrand) : Silver certification
The mandate
Bring together, for the very first time, the 9 French-speaking and bilingual post-secondary institutions in Ontario under a common identity, in order to promote the continuum of higher education in French and highlight the unique life experience offered by their campuses. A rare challenge: speaking to young people with a unified voice and graphic universe while respecting the uniqueness of each member of the French-language Post-Secondary Consultation Table of Ontario.
The approach
Everything starts from the fact that young people no longer choose a diploma, they choose an experience. This is what initially guided our name proposal "Vie de campus" (Campus life) a direct, vibrant signature that places the student everyday life at the heart of the experience, rather than the institution.
The visual identity conveys this promise. An imperfect, organic, and accessible handwritten logotype deliberately breaks away from the traditional codes of the academic environment. To the universe, is added a symbol inspired by the trillium anchoring the brand in its Ontario territory and marking its belonging to the province's francophonie. A bold palette; forest green, lime, coral, yellow, injects youthful energy, far from the traditional corporate charters of institutions. Typographic buttons decline the facets of the student experience (academic life, sports life, community life, etc.) in a modular system, capable of adapting to each campus and audience.
The deployment
The strategy is located where young people live: viedecampus.ca website, Instagram content, stickers, mobile displays, even the dressing of a touring vehicle. A coherent and flexible toolbox that allows the 9 institutions to appropriate the network brand and communicate together without ever losing their identity.
The result
A first in Ontario: La Cité, Boréal, Glendon, Université de l'Ontario français, Université d'Ottawa, Hearst, Laurentienne, Sudbury, and Saint-Paul united under the same banner. A brand that transforms an administrative consultation into a collective pride movement, that makes Ontario's French-language post-secondary education visible and desirable, and that offers young people a clear gateway to their next chapter.
Beyond a campaign, Vie de campus has become a true common brand territory and a sustainable lever for the vitality of French in Ontario.
Collaboration
Communication & Branding : Pixel - Firme créative