Project 07
TMUCSSA
Brand Identity, Editorial Design, Community
Project Brief
The TMU Chinese Students & Scholars Association is one of Toronto Metropolitan University's largest student organizations. With a growing membership and increasing campus visibility, TMUCSSA needed a visual identity that could match their ambition — modern, unified, and genuinely useful to the students it served.
Duration
2 years (2022–2023)
Stack
Figma, Adobe Photoshop, Adobe InDesign
Services
Website Design, UI/UX Design, Brand Identity, Visual Guidelines
800+ students reached across 2 years
6+ brand touchpoints unified
Adopted as official identity standard
Project Overview
The existing TMUCSSA identity was inconsistent across materials — each event or publication felt like it came from a different organization. The goal was to establish a cohesive visual language that could carry across print, digital, and event contexts without losing energy or relevance for its student audience.
Our Approach
The rebrand was anchored by two editions of the Orientation Guidebook — a high-distribution publication that needed to be both beautiful and genuinely navigable for students arriving in Toronto for the first time. We established a core design system from these guides: a type hierarchy, color palette, and layout grid that then extended naturally to VIP membership cards, promotional banners, and event materials. The result was a brand that felt like it belonged to its community — not imposed on it.
What the Client Says
"AGP gave our association a real identity for the first time. The guidebook became something students actually kept."
