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Crafting a Transformative Brand Identity for Student Success
Brand Strategy & Positioning Brand Identity Logos Logo Suite Visual Identity Brand Collateral Brand Guidelines
The Toronto School of Management (TSOM) is a beacon of innovative education, offering various career-focused programs.


Amid a highly competitive educational landscape, TSOM faced the challenge of solidifying its reputation as a top-tier institution, while catering to the unique needs of an audience spanning various cultural backgrounds and career aspirations. The brand’s messaging and visual identity were misaligned, creating inconsistencies in how TSOM was perceived.
To thrive in a competitive market and enhance the student experience, TSOM partnered with Jacknife to create a strong, unified brand that conveyed its mission and engaged prospective students, faculty, and partners.
Leveraging our findings, we developed core values that served as actionable principles, guiding behaviours and decisions across the institution. This strategic foundation shaped the narrative, positioning TSOM as a transformative educational leader with a focus on career advancement and global success.

We created a comprehensive branding strategy that would not only redefine its identity but also resonate with both primary and secondary audiences.
We began by facilitating a Discovery Session with TSOM’s key stakeholders, which was followed by in-depth interviews and a thorough competitive and category analysis. This immersive approach enabled us to uncover critical insights about market expectations and TSOM’s unique strengths.
After finalizing the brand platform, a shift in Canadian government policy necessitated a focus on domestic rather than international students. Jacknife swiftly adapted the brand messaging to align with this new direction, ensuring the institution’s messaging remained relevant and impactful.
Leveraging our findings, we developed core values that served as actionable principles, guiding behaviours and decisions across the institution. This strategic foundation shaped the narrative, positioning TSOM as a transformative educational leader with a focus on career advancement and global success.


The visual system, including a comprehensive logo suite, was designed to emphasize a more mature and confident aesthetic. It strikes a balance between Canadian pride, conveyed through bold colours, and an international sensibility, reflected in the typography and layout choices. This approach pays tribute to the diverse backgrounds of TSOM’s students and faculty, both home and abroad.
Central to the design is the journey visual device, a graphic element that unifies the entire system. This device not only ties all brand assets together cohesively but also symbolically represents the student journey—showcasing the steps they take toward advancing their education and careers. It highlights the care, guidance, and support TSOM provides, ensuring their success beyond the classroom.



Jacknife’s strategic creativity empowered TSOM to strengthen its position as a transformative leader in education. By aligning its brand identity with its mission to foster global success, TSOM is now better equipped to attract and inspire students, faculty, and partners alike. As TSOM continues to grow, its cohesive brand platform ensures it remains a leading force in shaping tomorrow’s professionals.






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