This campaign was developed as part of a competition among marketing students in their final year at Desautels School of Managment, McGill University. The student team approached me to create graphics for a marketing program they had developed to increase student participation in varsity athletics. The challenge was to create a versatile symbol which could be used to both encourage student turnout to matches as well as build school pride. The visual solution was to use the image of the Martlet, a  symbol which appears on the school arms, reimagined as a cheering bird. The addition of the call out “We are McGill” developed by the marketing team created  a coherent symbol that could then be placed in all sorts of situations. The solution won the team first place as well as was adopted by McGill Athletics.