I've actually started to enjoy it when people ask me if I was associated with the "train wreck" University of Waterloo branding exercise. I was indeed associated with it as lead brand strategist, in partnership with Ove Design, working with the brilliant and courageous VP External Relations, Meg Beckel and a powerhouse team from across the University, and I am very proud to say so. Hardly a train wreck, the initiative has been transformational for Waterloo and has created a new level of self awareness and engagement that will have strategic impact long-term.

This was academic brand strategy done right: deep internal and external consultation, senior leadership engagement and patient process of discovery and negotiation. The core ideas were strong and supported.    

Unfortunately While Meg and her team prepared for a three month internal consultation on a new visual identity, a well-meaning student working on the program loved the logo so much they "borrowed" the file and posted it on their Facebook page. Ooops. Not the launch that Meg had foreseen. Within two weeks there were thousands of members on a FB page slagging the logo - a lot of cheap shots, heard 'round the world. Meg and the team went back into listening mode and have now launched a VI that has 90% of the original elements and strong internal support.