Our initial brand campaign for the University of Manitoba began with a truth. Research had led to the discovery that the university and its faculty, staff and students are defined by a pioneering spirit and bold resolve created by the invigorating prairie landscape in which we live. This grew into an idea: where you are shapes who you are. This defining concept grew into what has become known as the ‘Trailblazer’ campaign. The multi-award-winning campaign communicates the transformational experience that the U of M offers, and shows how that experience grows out of the university’s core identity.