Fueling the future: revamping TC Energy’s Build Strong and Scholarships program

  • 1 min read
Jun 22, 2024

Strut collaborated with TC Energy to refresh the Build Strong visual identity, ensuring it aligned with TC Energy’s updated corporate brand. Additionally, Strut developed engaging collateral for the scholarship campaign to inspire the next generation of innovators.

The brief

TC Energy’s Build Strong program plays a vital role in supporting community organizations through grants, scholarships, and event sponsorships, all focused on strengthening communities and developing future leaders. Strut’s mission was twofold: to revamp the Build Strong visual identity and enhance the campaign collateral for TC Energy Scholarships, which support post-secondary students across Canada, the U.S., and Mexico.

The solution

Strut’s creative approach began with exploring TC Energy’s primary and secondary colour palettes. Strut developed a dedicated colour scheme for the Build Strong initiative and the Scholarship collateral, assigning a distinct colour to each scholarship category. This approach prioritized accessibility standards, ensuring clear visual contrast across all materials.

To elevate the program’s identity, Strut updated the iconography, giving each scholarship type its own unique visual representation. This cohesive visual language not only creates clarity but also reinforces the program’s structure.

Incorporating bold design elements was central to Strut’s strategy. Irregular image crops, dynamic typography, and textured background graphics were used, with black as a grounding colour. This approach allowed the vibrant secondary colours to stand out, creating a fresh and modern feel for the collateral.

The outcome? A visually engaging and accessible design that enhances TC Energy’s Scholarships program while maintaining alignment with their brand identity.

For the Scholarships campaign, Strut used the headline: School is expensive. We can help! to address the financial challenges students face, including rent, food, and even dental care. Strut crafted a general poster to announce the scholarship program, along with both paid and organic social media posts featuring testimonials from scholarship recipients that showcased the scholarships’ transformative impact. To increase awareness, Strut launched an email campaign introducing the program, followed by reminder emails to encourage students to apply before the deadline.

The result

The project was a resounding success, resulting in a 66% increase in scholarship applications and heightened awareness of the financial support available to students. Overall, the campaign effectively engaged the target audience and showcased the positive impact of TC Energy’s Scholarships program.

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