Bridging a new brand with an established legacy.

The University of Calgary’s School of Public Policy had recently introduced a new visual identity, making the 2024 annual report an exciting milestone in its visual evolution.

Rather than simply applying the new brand system, the opportunity was to explore its creative potential and establish how it could come to life in a substantial editorial piece. At the same time, the report still needed to feel connected to the School’s previous publications and established history.

The theme, Bridging to Tomorrow, provided the conceptual thread. I built the visual direction around imagery of both natural and man-made bridges, using them as a metaphor for connection, progress, and transition. Black-and-white photography helped create continuity with previous reports, while the new typography, colour palette, and graphic language pushed the publication firmly into the School’s updated identity.

The result is a report that feels forward-looking and distinctly new, while still carrying enough visual continuity to feel recognizably part of the School’s story.