Bow Valley College - Find Your Tech Side Billboard

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...we channelled our inner-computer geek and saw the “C” in BVC as the first character in a DOS command prompt. In an age where old is new, the vintage DOS prompt appealed to young and old, while giving the brand mark the flexibility to play in marketing as a mark to “prompt you career” and “command your future.”

This has been one of our funnest and most creative projects to date. In the Spring of 2019, Bow Valley College (BVC) chose ev+ AGENCY to develop a new brand for their technology programming. The urgency for the project was informed by market research exposing existing brand weakness, coupled with the dire state of the economy in Calgary. 

The goal was to develop a fully realized brand that would appeal to a range of target audiences, including high school grads, professionals looking to upskill in tech, and people who had been laid off from the oil and gas sector, among others, for whom we developed meticulous audience personas to guide the branding process. 

Through the process, we channelled our inner-computer geek and saw the “C” in BVC as the first character in a DOS command prompt. In an age where old is new, the vintage DOS prompt appealed to young and old, while giving the brand mark the flexibility to play in marketing as a mark to “prompt you career” and “command your future.” 

To support the brand, we also developed a robust media plan and a digital marketing strategy, anchored in a hip microsite allowing us to harvest simple user data for the purpose of retargeting, as we refined, optimized, and scaled our campaign. 

This particular project is ongoing, as we work with our partners, Trixstar and Urban Video, to plan public events and produce video footage in support of our campaign and the college’s recruitment goals and initiatives.