CFIS Staff Training Workshop #2 November 5, 2009

1. CFIS Staff Training Workshop #2November 5, 2009 Navigating the Brand Labyrinth

2. Agenda (11:30am – 12:45pm) • UBC Public Affairs presentation of UBC branding initiative + Q&A (20-30 mins) • CFIS impact, implementation, timelines (20-30 mins) • Unit and program impact, next steps (15 mins) • Discussion (remaining time)

3. UBC Public Affairs • Rebranding UBC • Scott Macrae, Executive Director, Public Affairs • Robin Simao, University Brand Manager

4. CFIS implementation • Impact: Conceptual • an easy fit for CFIS • many opportunities to incorporate “…from here” and “a place of mind” into CFIS key themes • eg “restoring global fisheries…from here” • eg “advancing social justice…from here” • potential to partner on branding with similarly themed departments, units, faculties

5. CFIS implementation • Impact: Colour palette • new colour palette, with focus on blues and greys, gold moved to background • slate, deep blue, brown (Okanagan)

6. CFIS implementation • Impact: Colour palette

7. CFIS implementation • Impact: Look & Feel • look and feel of websites and print materials will be impacted to varying degrees • new common look and feel (CLF) for website • faculties can choose “full” or “light” version

8. CFIS implementation • Impact: Look & Feel • Full version of CLF • Faculty of Science

9. CFIS implementation • Impact: Look & Feel • Minimal version of CLF • background • global utility header • visual identity header (with drop down to community site) • visual identity footer • global utility footer

10. CFIS implementation • Impact: Look & Feel

11. CFIS implementation • Impact: Look & Feel • CFIS logo replaced by name • logo, if kept, moved to middle or bottom of website, reducing impact • UBC will be branded prominently & consistently

12. CFIS implementation • Impact: Content sharing • header includes functionality that allows for easy sharing of content • you can tag your content and it will show up in other sites (Community channel, UBC events, etc.) • add content once, have it seen in many places • greater opportunities for sharing

13. CFIS implementation • Impact: Look & Feel • For more info, please see Public Affairs website dedicated to communications staff (“cardinals”) • www.publicaffairs.ubc.ca/ccwp/ • visual identity (brand artwork), CLF, meetings • requires account setup

14. CFIS implementation • Impact: Styleguide • new CFIS styleguide in development, following direction of UBC’s brand guidelines and style & writing guide (see Public Affairs website) • estimated March 2010

15. CFIS implementation • Impact: CFIS website • test implementation of CLF “minimal version” on current CFIS CMS (Xplorex) • share experience with units

16. CFIS implementation • Impact: CFIS website • implement Drupal 6 content management system (currently have Drupal 5 installed for testing • Dec/09-Mar/10 deployment • close relationship with FoGS, learning from their experiences implementing Drupal 6 • may deploy full CLF

17. CFIS implementation • Impact: CFIS online • produce two videos (currently in pre-production) and corresponding stories • upload to CFIS site, UBC community site, YouTube channel, etc. to test tagging functionality & social media linkages • part of broader communications plan

18. CFIS implementation • Impact: CFIS online/print • possible re-brand of CFIS depending on outcome of CFIS restructuring • possibly spring 2010 • re-launched website timed after any re-branding • CFIS acronym probably used instead of full wordmark, and used more selectively

19. CFIS implementation • Impact: CFIS online/print

20. Units and programs • Impact: Units & Programs • units and programs at varying levels of “brand independence” • push from President Toope to have consistent UBC websites • rebranding may impact some more than others

21. Units and programs • Impact: Units & Programs • Some questions to consider • Some units have 60+ years of brand recognition (eg SCARP); how will UBC re-brand change this?

22. Units and programs • Impact: Units & Programs • Some questions to consider • Will this initiative help address logo stacking?

23. Units and programs • Some questions to consider • does the new branding work both conceptually and visually for your unit? • some may support concept but have trouble matching colour palette to current website • HELP: matches current grey/blues • SCARP: should work • CWAGS: prominent use of green may be problematic • IAR: red could be problematic

24. Units and programs • Some questions to consider • are you resourced to make the changes? • do you need help from CFIS PO or Public Affairs?

25. Units and programs • Some questions & ideas to consider • talk to CFIS PO and/or Public Affairs for guidance and possible support • connect with others across campus who have implemented or are in process of implementing this

26. Units and programs • Some questions to consider • full or minimal CLF? • reprint collateral? • budget impact • some funding available from Public Affairs nest year in support of brand launch

27. Units and programs • Summary • push from top level of UBC to have consistent branding on all websites/print materials • some costs to consider, some opportunities for sharing content • CFIS will test the waters over next three months then dive in during spring after possible re-brand • units & programs will be impacted to differing degrees • help is available

28. Units and programs • Summary • PPT will be posted on CFIS website at www.cfis.ubc.ca/trainingworkshops.html • contact me for further information • john.corry@ubc.ca

29. CFIS Staff Training Workshop #2November 5, 2009 Navigating the Brand Labyrinth