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Project Overview:

I led a complete rebrand of the University of Waterloo Marketing Association (UWMA), transforming its outdated identity into a bold, modern presence. From concept to execution, I designed a fresh visual system that better connects with today’s student audience and reflects UWMA’s creative spirit.

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Objectives:

Develop a playful yet professional brand identity that feels vibrant, forward-thinking, and unmistakably UWMA. I set out to design a new icon, wordmark, and combination mark that reintroduces the organization with energy and authenticity.

Scope of Work:

I redefined UWMA’s identity, building a brand that feels alive, magnetic, and unmistakably future-facing.

• Conceptualized and designed an original icon, capturing movement, ambition, and creative energy.
• Crafted a refined wordmark that speaks with confidence and clarity across every medium.
• Built a seamless combination mark that feels intuitive, balanced, and visually striking.
• Evolved the UWMA color system, breathing new vibrancy and depth into the brand language.
• Rejected traditional templates, designing a symbol-first identity that feels timeless yet bold.

Every element — every line, curve, and color — was a deliberate choice, made to capture not just who UWMA is, but who it dares to become. I single-handedly shaped a brand experience that is as dynamic and forward-thinking as the community it represents.

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