The All in Campaign
Client: Western University
Responsibilities: Creative Direction · Brand Identity System Design · Graphic Design
Insight
Western University was about to launch its most ambitious campaign in history: a $1 billion initiative to fund research and enrich student experience. The challenge was to create a campaign that truly captured the spirit of Western’s community; a community uniquely positioned to harness collective knowledge, collaboration, and creativity to solve some of the world’s most pressing challenges.
Solution
Introducing All in — a grand collaboration for Canada and the world. A campaign built on the power of collective curiosity and bold collaboration. The identity needed to embody what it means to be all in: the willingness to dive into complexity, take risks, and create impact together — driving greater global change through research, transformative education, and an engaged community like no other.
The hero photography borrows from the fine art style of tableau vivant, using the cinematic frame to arrange characters and stories for dramatic effect. At the center of each scene is a singular figure — the focal point of ingenuity, action, and momentum — always grounded in the community that makes their moment possible. It’s the individual within the collective.
The broader identity system builds on this foundation: bold, confident, and unifying. Typography, color, and layout all work together to amplify the rallying cry; a visual expression of Western’s commitment to going all in for the future.
Visit the campaign microsite and the brand identity site.
Outcome
One month post-launch, the campaign had generated 1.7 million video views across all platforms — including over 680,000 on YouTube — as well as more than 380,000 engagements through page views, clicks, and downloads, and roughly 76,000 visits to the All in website.
