NorQuest College conducted a brand survey to better understand their diverse audience. It was discovered that the top motivations to attend NorQuest were career and job focused. It was also learned that a potential male audience could be captured while historically they leaned more towards a female audience.

After reviewing these results, a new tagline, positioning, and brand creative was created to better aligned with the audience’s motivations. The objective of this campaign was to position NorQuest as a career college—a place where students could receive wraparound services, get hands-on training, and gain direct entry into meaningful and high-demand careers. The messaging needed to be short, memorable, and impactful.

The brand creative needed to attract and connect with both a female and male demographic while utilizing the recently refreshed brand identity of NorQuest College in a unique and bold way.

Client: NorQuest College
Creative Director: Hilary McHale
Designer: Jack Kasianiuk