University of Toronto

Create and sustain a branding library and design system for the most comprehensive campaign in Canadian university history.

Defy Gravity is the largest fundraising and alumni engagement initiative in Canadian history, designed to fuel innovation and collaboration on urgent global challenges. I worked with U of T's Marketing & Advancement team to develop a systematic Brand Portal and a series of Alumni Campaigns launched throughout 2022 to 2023.

Scope of Work

Brand Portal & Websites

Brand Guideline Documentation

Define, document, and maintain brand standards, typography guideline, asset library through DAM.

Email & Presentations

Newsletters & Pitch Decks

Design emails for News at U of T and Events and Benefits newsletters. Design fundraising pitch decks for potential donors.

Alumni Event Designs

Create playful identity for alumni events

Design playful and dynamic content for Alumni Reunion, a part of U of T's Advancement initiatives.

Social Media Design

Metrics-driven social media designs

Design motion and still content for Instagram posts, stories and Ads with marketing feedback and insights.

Feedback

Through creating visual guidelines and contents Defy Gravity Campaign, all faculties and divisions at U of T now have a first-ever all comprehensive brand guidelines. In addition, Alumni and fundraising campaigns saw growth in engagements.

Launched a first-ever comprehensive brand portal for the university and its partners.

A series of event campaigns , web pages, and email newsletters created in align with the new brand guidelines.

7%

Additional traffic generated on average through the two newly designed weekly e-newsletters.

With a newly adopted playful social ads/media design, we saw increase in young alumni engagements.

2023 marked a record breaking year for alumni campaign engagements.

600%

Increase in 2023 social media engagement compared to 2022.

7%

600%

More work

Royal Bank of Canada

Toronto International Film Festival

Museum of Vancouver