In 1916, Calgary had a population of 56,500. The First World War — which would claim 66,000 Canadian lives — was in its second year. And the Provincial Institute of Technology and Art (PITA) was created to train Alberta’s workforce.
On October 16, 1916, PITA began teaching 11 students — six in auto mechanics and five in metal working. From the first day, hands-on, applied learning was at the core of instruction. It is what set PITA apart, and now SAIT, 100 years later.
Our primary audience for this on-campus promotional campaign was current SAIT students (there were 49,106 in the 2015/2016 academic year).
Students are the heart and soul of all we do at SAIT, so we know we needed to do something special. The entire centennial brand was already designed to bridge old photographs with current graphic treatments, and this was carried through the poster series. In addition, the birthday party offered what we know is important to students and student life: free food and swag, a free outdoor concert, and prize draws for free tuition. These were reflected throughout the poster series and strategically placed in residences and high-traffic areas on campus. Our secondary audiences included employees who would also see the posters throughout their work day, and visitors to campus.