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  • CHALLENGE : The Canadian Automotive Institute had a reputation for being a male-only school with two choices upon graduation: work at a car dealership or work in a garage. That misconception drove enrolment down to a critical level. This hundred year-old school was in need of a major makeover. SOLUTION : First, we needed a name change and a new mark to give the school currency and credibility. Next we authored a fast-living creed and used it to influence our prospective students’ “ambitious misfit” mindset. Bold collateral pieces were developed to lend
    emotional appeal.
  • Posters were handed out at on campus event and college fairs.
  • Both logos created in collaboration with typographer Simon Walker.