By differentiating themselves from competing institutions, YRC hoped to attract the investment and personnel needed to excel. Our research convinced us—and them—that a close identification with an educational institution was the best way for a research institute to build credibility and capacity. To achieve this, we proposed a “monolithic brand architecture” approach that would serve to firmly link Yukon College and its various institutions. We borrowed from the DNA of the college’s brand to create a visual and narrative identity that was clearly related, but also stood on its own.
YRC’s ability to use their brand to help communicate the value they provide is evidenced by the amount of investment the centre has attracted. According to Research Infosource, in 2013 Yukon College and the YRC attracted nearly double the funding per faculty member of the next closest Canadian college and were 10th in absolute funding dollars—a remarkable feat for a northern institution.
The session with aasman was probably one of the best spent sessions for our board as it provided more clarity and understanding for our team and really brought our vision to the forefront.
I felt that aasman had articulated our brand values with clarity and insight, and positioned them with meaningful design and marketing strategies. They made the extra effort to go beyond the terms of the contract and step back to understand the larger context of the brand, within the Yukon College brand.
Director, College Relations,
There are no bad questions or built-in expectations.
Let’s have a conversation, and go from there.