Cape Breton University was named one of the world’s most effective rebrands in the seventh annual REBRAND 100® Global Awards. This prestigious accolade is the highest recognition for excellence in brand repositioning, and is the first and only global program of its kind. CBU’s rebrand of CAPERS Athletics included the evolution of the Cape Breton University Athletic Department’s visual identity.
“There’s been some great work over the past months, and it wasn’t an easy task to shortlist the showcase projects,” said Sajag Patel, Managing Director and Principal Creative, Breathe Branding in United Arab Emirates and 2011 juror. To select winners, a new, international panel of multidisciplinary experts convenes yearly to review the best of the submissions. They consider “before” and “after” representations of brand transformations with written summaries.
Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified customers and prospects. Jurors were unaware of the brand strategists’ name and size when reviewing the projects. Consequently, a small consulting firm had as much opportunity to be selected as did global organizations with exponentially greater budgets.
“The entire university supported this rebranding initiative, from the student body, student-athletes and their coaches to faculty, staff and senior administration,” says John Ryan, director, CBU Athletics. “It was hugely successful and this recognition is a result of this support. CAPERS athletic teams are consistently ranked amongst the top teams in the CIS and our bold, new brand reinforces our presence nationally. The spirit of the Orange Army is infectious and has spread across the Island and beyond. I am extremely proud to be a part of it.”
Over 32 industries and 34 countries are represented among the 2011 winners. They ranged from Australian Diabetes Council to luxury car brand, Audi, United States Mint, Brazil’s Grupo Boticario, and Amrop, a Belgium-based global search firm. Some of the competing branding consultants included FutureBrand, Interbrand, MetaDesign, Siegel+Gale, in addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits.
Some 2011 jurors included Marty Neumeier, Director of Transformation, Liquid Agency and author of Zag and The Designful Company; Fred Gelli,Creative Director and Partner, Tátil Design de Ideias in Brazil; Janelle James, Vice President, Account Director, Leo Burnett Worldwide; Chris Butler, Vice President, Newfangled; and Inese Silina of Nike Golf Global Brand Design.