BCIT jumps to the top of the class with new brand identity and platform
The British Columbia Institute of Technology (BCIT) today unveils an eye-catching new identity and brand platform designed to help elevate the school’s status as a place that best equips its students with everything they need for a complex world.
The new brand platform, titled For a Complex World and developed by Twice, which itself recently rebranded from Karacters Design Group, marks the first array of work in-market since the Burnaby, BC-based school and the specialized brand consultancy came together in September 2016.
“We knew we wanted a bold brand position that would break through the clutter and resonate with the next generation of graduates who are facing exponential industry growth and technological change,” says Lara Johnson, associate vice president, Marketing and Communications at BCIT. “Our flexible and creative platform had to convey the expertise that comes with 50 years of innovative teaching and learning, while also challenging the traditional, Canadian post-secondary marketing landscape.”
BCIT’s new brand conviction positions the school as the best learning ground for future experts who can provide solutions in an increasingly complex world. The platform includes a vibrant new blue and yellow colour palette, new typography, a striking graphic device, as well as constructs designed for both general brand, as well as program and school-specific awareness.
“The post secondary sector is incredibly competitive, it’s a very noisy category, with lots happening,” says James Bateman, creative director at Twice. “After an extended period of planning sessions, talking to students, staff, and touring state-of-the-art-facilities, we knew there was a real opportunity to define the technical institution and give technical studies the prestige they deserve.”
Bateman adds: “These are dynamic, high-tech areas areas of study and they contribute massively to how our economy and the world functions. ‘BCIT for a complex world’ communicates that the institute equips graduates to meet and conquer the complex challenges we face today and will face in the future. It imparts the BCIT reason for being and elevates the brand."
The new identity rolls out immediately and will appear in print, radio and online advertising, as well as online videos promoting the school.
For more than 50 years, the British Columbia Institute of Technology has been a catalyst for economic, social, and environmental prosperity in the province, the nation, and, increasingly, the world. One of British Columbia’s largest post-secondary institutes, BCIT sees nearly 50,000 students enrol each year in areas such as applied and natural sciences, business, computing, engineering, trades, transportation, and health sciences. Since 1964, BCIT has taught and trained generations of leaders who have envisioned, created, evolved, and improved our country’s infrastructure, accelerated its economy, and grown its stature. Today, BCIT is reimagining the future of student access, teaching, and learning. Its partnerships with communities and industry help to anticipate and outpace the forces of technological disruption and set its students apart in a competitive and changing world. BCIT's proven record of applied learning and applied research, along with the breadth of its programs, offer an advanced training ground for the next generation of experts, and a wellspring of innovation and new capabilities for the future.
Twice is the specialized brand consultancy and design group within the integrated services offering of DDB Canada. The multidisciplinary brand consultancy excels in helping large organizations with multiple stakeholders navigate big brand challenges. Twice’s service offering includes brand analysis, brand strategy and brand experiences, market assessment & viability, stakeholder insight, positioning, brand architecture, identity systems, packaging and more. The team has been globally recognized for its ability to deliver breakthrough design solutions that are founded in strategy and insight, and their work has been recognized at Cannes, in Communications Arts, Applied Arts and in REBRAND 100. For more information, visit: https://twicebrand.com/
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