One Herd is a faculty-wide brand, marketing, and communications initiative led by the University of Manitoba’s Strategic Marketing and Communication team, in partnership with the Faculty of Kinesiology and Recreation Management (FKRM), to unify four previously distinct entities—Bison Sports, Recreation Services’ Club programs, Mini U Programs, and Junior Bisons—under a single, modern, and pride-evoking brand system aligned with the University of Manitoba’s institutional brand. Grounded in extensive research and stakeholder engagement with five primary audiences, the initiative responds to declining visual cohesion, dated athletics branding, and missed opportunities to leverage athletics and recreation as drivers of community connection, recruitment, and participation. One Herd reframes the Bisons brand not simply as a logo refresh, but as a shared identity and movement—one that connects elite varsity athletes, youth participants, students, alumni, and the broader community across the full life cycle of sport, recreation, and wellness. The initiative integrates strategic brand development with a multi-phase, multi-channel communications campaign designed to build anticipation, celebrate tradition, and sustain momentum culminating in a successfully relaunched brand system. By honoring legacy while modernizing expression, One Herd has strengthened institutional pride, differentiated the University of Manitoba within the competitive Canada West landscape, and positioned FKRM as a visible, unified, and impactful partner within the university and community.
From the Judges
Good articulation of goals, solid strategy, good results, and a bold, unified brand expression.
