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Launching the first medical school in the GTA in over 100 years

Toronto Metropolitan University 

Toronto, ON

For this momentous occasion, the in-house team at Toronto Metropolitan University created a bold, cross-media visual identity that reflected the brand platform, “Healthy change starts here,” successfully positioning the school as a disruptor in medical education. The design rejected traditional clinical aesthetics in favour of a human-centred, documentary-style approach that highlighted the inaugural students and their diverse backgrounds.

A modular system of pre-designed templates enabled rapid production across video, print, digital and environmental media, ensuring visual consistency in all channels and between the Brampton campus and TMU’s downtown location. The campaign also introduced thoughtfully reinvented elements, such as the Stethoscope Ceremony, to reinforce a practical, more modern ethos. The result was a seamless visual narrative that turned a complex institutional launch into a celebrated community milestone, achieving nearly 14 million total impressions and establishing a new aesthetic standard for medical education in Canada.

Credits:

  • Executive Director, University Relations: James Wentzell
  • Director of Marketing & Media Strategy: Katherine Greflund
  • Marketing Officers: Aleeza Balita, Shireen Rohatgi
  • Marketing and Administrative Assistant: Cynthia Zhou
  • Creative Directors: Daniel Couto, Sabiha Chaudry, Kelley Doris
  • Cinematographer/Editor: Ieva Lukauskaite
  • Kristen Geiger: Producer
  • Senior Graphic Designer: Nik Firka RGD
  • Graphic Designer: Cheryl Wang
  • Production Designer: Brent Phillips
  • Photographer: Ian Patterson
  • Photo Retouching: Thomas Ditomasi
  • Project and Production Specialist: Katherine Wu