Refreshing a brand to reflect the premium service offering they provided to students
A NEW VISION
With a change of ownership, the Okanagan Valley College of Massage Therapists wanted to refresh their brand to reflect the premium service offering they provided to students. What began as a branding exercise turned into so much more! A brand new website, media strategy development and execution, print collateral and promotional swag - even new building signage!
The new ownership team wanted a drastic change from the Okanagan imagery seen in the old logo. The school had been dubbed, “OV” by the students, and the goal was to have this reflected in the new design, but also have a subtle nod to human anatomy.
The aptly named ‘swoosh’ shown in the logo follows the curvature of the human spine while one is laying flat on their stomach. Some see the swoosh as a familiar mountain in the Okanagan Valley, and others as a wave to reflect the lake, which brought about even more love for the OVCMT teams’ selection of this minimalist design.
The colours for the OVCMT logo were selected from a photo that showcased Kalamalka Lake, and the fragrant green foothills surrounding it. The unique colouring of the Kalamalka Lake waters can range from a brilliant aqua-marine, to a crisp cerulean blue depending on the light and depths of the waters. We wanted to reflect the uniqueness of this palette, to tie into OVCMT's pride in their community, and their surroundings.
The new website that was created to reveal the new brand to the marketplace built upon the theme of excellence - as well as introducing the 360 degree approach OVCMT takes to educating their students - focusing on their “hands”, “mind”, and their “future”.
OVCMT needed a multi-functional presentation folder that could be used both internally and externally, and that represented this new brand.
The branded greeting card was also created with a multitude of uses in mind, including special events, holidays, and to express emotions such as love, congratulations, condolences and gratitude.
Since launching the new brand, website, and various marketing initiatives, OVCMT has seen record numbers for registration as well as increased website traffic.
In March 2018, they had 14 applicants for their September intake, in March of 2019 they had 37 applicants. The September 2018 intake ended up selling out with 40 students registered. For the January 2020 intake the capacity is 30 students, and they already have 26 registered.
The overall site traffic YTD is up 20% and unique pageviews to the Application Package page is up 153% year over year. More people coming to the site inquiring about Admissions. Unique pageviews to the Contact page is up 142% year over year.
OVCMT is now looking to expand to a new, larger location as well as opening a second location in the Okanagan.