An integrated and consultative process helped build a new brand from internal culture to external advertising and communications.Research showed that despite three years of degree granting status as Edmonton’s second university, Edmontonians themselves were largely unaware of this. Creative Intelligence, working with our partners at Cult, pitched the university and won a re-branding exercise to inform the public and re-position this respected institution. Perceptively, the executive at MacEwan understood that simply adding University to the name would not result in the desired effect. They saw an opportunity to leverage our holistic brand strategy in setting the future direction of the university and building a strong cultural consensus across their four campuses. The result was a successful launch campaign and a strong new foundation for the university to build its future on.