University of British Columbia

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University of British Columbia

Awards Student Thank You Letter Program

Visual Identity

Copywriting

As one of Canada’s leading universities, UBC drives global innovation through a strong culture of philanthropy. The university’s FORWARD campaign aims to increase alumni engagement to shape a better world. The Awards Team & Donor Relations team serves as the vital link between generous donors and the students whose futures they make possible.

Front and back covers of a UBC booklet; front shows three diverse women walking and the text 'Your gift gave me.'; back has a letter signed by Lisa Reid, 2nd Year Student Endocrinology.

Challenge

UBC needed to refresh its Awards Student Thank You Letter Program visual system to align with the existing FORWARD brand while introducing a fresh, modern feel with a clear purpose. The goal was to move beyond recognition and build lasting relationships by creating a distinct identity for thank-you materials that felt authentic and student-centered while remaining anchored in the high-level university visual system.

Partial view of a beige paper with typed text, top right corner partially folded revealing a blue underside, placed on a dark blue textured background.

Partial view of a UBC promotional poster featuring two smiling young people and the text 'peace of mind, a second chance.'

Two women smiling and conversing, with text saying 'second chance · the courage to try' on a beige background.

Insight

A "microbrand" must find the space where institutional consistency and personal gratitude collide. While the university’s visual sandbox is firmly defined, the program required its own unique language to bridge the gap between the institution and the deeply human impact of a student’s story. Our approach was to frame giving and education as parallel "acts of faith" that create a shared bond grounded in mutual trust.

Two-page UBC brochure with left page showing half face of a smiling Black woman and text about UBC bringing people together; right page includes portraits of diverse students and a letter expressing gratitude for support in endocrinology research and student training.

Solution

Flexible. Versatile. Distinct. Human. By centering on authentic messaging that captures the true student experience, we established a genuine connection with the UBC donor community. Our delivery of ready-to-use templates and lite brand guidelines provided a sustainable system for sharing gratitude, celebrating the donors who make these futures possible.