Brand Refresh and Strategic Communications
The Challenge:
Founded in 1818, Université de Saint-Boniface (USB) is Manitoba’s only French-language university and Western Canada’s first post-secondary institution. As it approached its 200th anniversary, USB was undergoing a major transformation—transitioning from a university college to a full-fledged university—while also launching a significant fundraising campaign for the Pavillon Marcel-A.-Desautels. To reflect these changes, the institution sought to refresh its image and strengthen its brand presence.
The 6P Solution:
With over two decades of collaboration, Deschenes Regnier (now 6P Marketing) played a key role in USB’s rebranding efforts. As the university’s agency of record for 15 years, we led a year-long brand and logo redevelopment project, incorporating extensive consultations with students, staff, alumni, and community stakeholders. By the start of the 2012 academic year, USB unveiled its new identity alongside the UniverCITÉ initiative—a dedicated university district marked by 75 street banners along Provencher Boulevard and surrounding areas. This campaign reinforced USB’s presence and signaled its deep roots in the Franco-Manitoban community.
More recently, we helped USB reassess its overall communications strategy. Through research and stakeholder engagement, we conducted workshops to define key messages, communication objectives, and targeted outreach tactics.
The Outcome:
The new brand and communication strategy aligned seamlessly with USB’s evolving goals, ensuring consistency across fundraising campaigns, advertising, recruitment materials, marketing tools, and redesigned digital platforms. As USB continues to grow, our partnership has adapted to support its transformation. While past initiatives laid a strong foundation, today, USB’s well-established Communications Office reinforces its messaging and visual identity, keeping the university on course for long-term success.
