There are a lot of bright young people.

But not every hopeful applicant will be accepted into an engineering program at McMaster University.

McMaster University, working with Mohawk College, offers a Bachelor of Technology degree, suited for that overflow of Engineering applicants. This new program needed to be promoted quickly. Marketing materials were required to accompany the first-round letters to applicants.

A visual identity is required, one that expresses career possibilities. A marketing piece is needed to introduce the new program to engineering hopefuls. An information-rich website is also needed to answer questions, and generate applications.

Electra brought quick response, research and imagination to the project.

We created an easy-to-recognize visual identity that expresses career possibilities, a graphic symbol showing opportunities in the palm of your hand. This symbol was key to developing a mailing piece that fits in a regular envelope and expands to show many career avenues. The symbol was also a key part of the new website.