Southern Alberta Institute of Technology (SAIT)

As the Southern Alberta Institute of Technology (SAIT) approached its centennial anniversary in 2016, it recognized it was in dire need of a complete brand refresh. What had once been a “trades school on the hill” is now so much more. With world-class facilities that include cutting-edge simulators, labs, and “living classrooms,” strong international partnerships with organizations around the world, significant recent capital infrastructure investment and development, and course offerings that are extremely relevant and responsive to labour market changes, SAIT truly has a remarkable offer and needed to better communicate that to Calgary, and beyond.

Trajectory worked with SAIT to engage thousands of staff, students, faculty, partners and alumni to establish a value proposition built around the “makers and shapers” that define SAIT. We developed a formal positioning and comprehensive brand strategy, including defining their brand architecture, which then led to a completely new visual identity. Renowned for its action-based learning, solution-focused research and enterprising collaborations, the SAIT identity and story celebrates its past strands of the SAIT experience into a dynamic whole. The story comes alive through a full complement of video, publications and launch communications.

Once the new institutional brand was fully launched, we collaborated with SAIT’s internal marketing team for several years on the writing and design of major student recruitment campaigns.

Other projects we’ve collaborated on include: on-campus identity systems for the Trojans athletics brand; naming and identity for the Tastemarket, a downtown Calgary food emporium affiliated with the Culinary program; and a major repositioning of the MacPhail School of Energy.


  • Visual identity systems
  • Guidelines
  • Qualitative research
  • Stakeholder engagement
  • Tagline
  • Tactical marketing and communications
  • Implementation planning
  • Brand positioning
  • Marketing and communications plans