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Royal Roads rebrand reflects new reality
Colwood’s iconic Hatley Castle has been rebuilt with digital building blocks as Royal Roads University refreshes its image to better reflect modern times.
The new look has been in the works for about two years. The need for change was driven by the reality of what the school is in this day and age.
“I think the tag line as of (Monday) – Canada’s University for Working Professionals – wasn’t really relevant (to the realities of the current school),” said Catherine Riggins, director of branding, marketing and recruitment at RRU, after the new look and tag line – Life Changing – was unveiled Tuesday.
A statement by RRU said the “university’s learning model allows work and life to co-exist, and the personalized admission process takes into account attributes that other institutions may overlook.”
The pixels coming off iconic Hatley Castle in the new look play on the what the school’s marketers says is a juxtaposition between traditional and online learning.
“I hope that (the public) see this as truly an attractive brand,” Riggins said. “It really is what our alumni are saying about us.”