U Sports
Reshaping University Athletics







In their 110-year history, Canadian university sports never had a cohesive, bilingual brand. The new name and identity resolves remarkable language challenges with a design that clearly conveys "Canadian University Sport" — without ever saying it.








Fifty-six universities. Twelve-thousand student-athletes. Twenty-one national championships. Millions of stories.









 Digital touchpoints and broadcast graphics to elevate fan engagement were key aspects of the brand delivery.




Website design & development by Locomotive.



We also produced and directed a series of seven films explaining the inspiration behind the brand, why university sport matters, and athlete stories.








Videography by Benjamin Johnson. Music by Mark Lazeski. Audio Post-Production by Toby Hulse.



The U Sports brand turned 1 in October 2017 and the organization has already seen remarkable growth in social engagement, sponsorship interest and webcast streaming.








© Copyright 2018 Hulse & Durrell Design Ltd.