Creating a brand that resonates with a diversity of people; one where people can see themselves reflected.
Our unique approach
Capilano University (CapU) is a post-secondary institution founded in 1968, with campuses located in British Columbia, Canada. CapU was looking to elevate the University’s reputation through broad awareness of its distinct academic offerings, student experience, and diverse community. To do so, AndHumanity, in collaboration with WILL, a creative agency, developed a new brand strategy for CapU.
To validate the resonance of the new brand strategy with CapU’s target audience, AndHumanity conducted a brand audit and facilitated interviews with four (4) external brand strategists that identified with the lenses of Indigenous, Black, Person of Colour or 2SLGBTQIA+ and or an intersectionality of these identities. They reviewed and provided feedback on the CapU brand strategy through the lens of lived experience. AndHumanity then compiled these insights into a Recommendations Report for the brand team and organization at large. Based upon insights gathered during this engagement phase, the brand strategy was further refined before being published live. Based upon the success of this project and authentic resonance of the newly developed brand, CapU and WILL further engaged AndHumanity to support the development of the Brand Platform (including a brand identity refresh and tone of voice) as well as support the development of the first recruitment campaign concept, which was launched in September 2024.
Image Description: A close-up of a portable devlce with large text that says “A space to be you” written in the middle and a solid bright blue background. A finger is coming in from the top of the composition to press the text.
Here's the impact:
Transformative Engagement Strategies
Facilitated a brand audit that led to the enhancement of CapU’s brand strategy to better align with their goal of establishing an authentic, diverse and inclusive brand.
Empowering Authentic Resonance and Relationships
Consulted and created a campaign that is a testament to the University’s commitment to fostering a diverse and inclusive community that celebrates individuality while nurturing personal growth.
Elevating Reputation and Brand Awareness
Supported CapU in better understanding its current brand state and gaps, and identified opportunities for enhanced brand representation.
Bringing Bold Ideas to Life
ID: Two images stacked vertically. The top image shows a light-skinned, masculine-presenting Indigenous person with long dark hair smiling in an outdoor setting surrounded by blurred greenery, overlaid with the text “A space to find your path.” The bottom image shows a light-skinned, feminine-presenting person with wavy hair smiling softly in warm indoor lighting, overlaid with the text “A space to feel supported.”
"AndHumanity has been a trusted partner to Capilano University for over two years, providing invaluable support on the development of the University’s brand strategy and renewed brand platform. They worked collaboratively with our creative agency to embed inclusive practices throughout the project. From inclusive discovery sessions to interview preparation and insightful feedback from their ally network, the University’s renewed brand would not have been possible without AndHumanity’s expertise."
— Alisha Moolla, Director, University Relations
