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Savings are not guaranteed and may vary based on the client’s profile. ® The TD logo and other TD trade-marks are the property of The Toronto-Dominion Bank. Projet : Annonce MMI 2015 Province : Quebec Épreuve # : 1 Publication : Concordia University Magazine Client : TD Assurance Date de tombée : 11/20/2014 Format : 8.125x10.75 Dossier # : 30-MM9462-14_MMI.AL1.EN•concordia(8.125x10.75) Couleur : Quad Graphiste : Marie-Josée Proulx Hamelin-Martineau Inc. • 505, boul. de Maisonneuve O, Bureau 300 • Montréal (Québec) H3A 3C2 • T : 514 842-4416 C : [email protected] ATTENTION : MERCI DE VÉRIFIER ATTENTIVEMENT CETTE ÉPREUVE AFIN D’ÉVITER TOUTE ERREUR/PLEASE CHECK THIS PROOF FOR ERRORS RICHAR D BUR NETT, BA 88 involved at the agency had athletic backgrounds from various universi- hen the Concordia Stingers ties, including Concordia. They saw a football team took the field creative opportunity that went beyond a against the Université de logo change. They pitched a holistic ap- WSherbrooke Vert et Or at Concordia proach that will breathe new life into the Stadium on September 4, fans witnessed Concordia Stingers brand.” something different: a new Stingers a cooler sting look, with fresh uniforms and a new Dare to be different The Concordia Stingers unveil their new logo logo. For Cossette project manager Veronik While the bee isn’t gone, the new yel- Bastien, the Stingers rebranding low and burgundy “C” logo — complete is nothing less than monumental. with bee stripes and stinger — projects a “Concordia needed to define who the UNIVERISTY stronger, sleeker image. It’s a bold de- community is and assert itself. Together parture, one meant to help establish a we are establishing a culture that did culture of pride at the university, spear- not exist before. It’s an enormous CONCORDIA headed by Concordia’s sports teams. challenge,” Bastien says. Patrick Boivin, concordia’s director of In the week leading to the September “What I have especially enjoyed with recreation and athletics. the stingers reBranding Process included a team of 4 game, the Department of Recreation this project is Concordia has dared to students, who contriButed a series of and Athletics teased students, staff and be original,” she adds. “Clients can be videos to helP launch the new look. fans with flyers, posters and videos on very conservative, afraid of going into social media about the historic rebrand- left field, of going into uncharted ter- creating hives,” Boivin explains. OUR NINE STRATEGIC DIRECTIONS ing. And there is much more to come in ritory. But Concordia has had 100 per This strategy coalesced following in- the next few weeks. cent confidence in the direction of this terviews in the summer of 2014 with 16 “I’m pumped!” says Patrick Boivin, project from the very beginning, and university administrators, students, Concordia’s director of Recreation and we have created a strategy that is unlike coaches, alumni and athletes. “I sat in Athletics, who kickstarted the rebrand- those of other universities in Quebec. on all the interviews and discovered that Concordia travels an unusual yet rewarding ing project in 2014. “We don’t want to We are creating a strong identity for the Concordia’s sports program had been 22 overwhelm people, so the soft rollout Concordia Stingers.” pretty much on its own, separate from will continue during the next football the rest of the university,” says Bastien. path to develop its Strategic Directions. games, and then when our basketball “Students in general were unfamiliar and hockey seasons start. Everything “they saw a creative with the Stingers. Many had never gone will be launched by Homecoming opportunity that to a Stingers football or hockey game. So weekend [concordia.ca/homecoming, we asked people from all over the uni- By Howard Bokser September 24-27].” went beyond a logo versity about Concordia’s strengths and A survey of athletes indicated change weaknesses, and what inspired them.” was necessary. “They felt isolated on change. they pitched What they came up with were the “five their own in individual team settings,” a holistic approach pillars” that Cossette pitched to Boivin A BoivinCOOLER says. “The Stingers had been STING and his team, along with the new logo and around for 40 years, and a lot of athletes that will breathe new bold marketing strategy. “There was a lot didn’t feel an attachment to the brand life into to the concordia of collaboration, and they loved the first and also questioned the relevance of the logo we presented to them,” Bastien says. Thelogo. WhenStingers I started getting this feed don- astingers new brand.” look — Recreation and Athletics then put back, I realized what the real story was: out a call in March 2015 for students to In sports marketing you have to revert Beyond the new emblems — some fea- get involved in the Stingers rebranding andback toattitude. engaging people and fans, es- ture slight variations of the core “C” logo, a project. A wide diversity of applicants pecially those on the front lines — the couple with a redesigned, tougher-looking were pared down to a multidisciplinary athletes. To get back to that point, we bee — the rebranding has established team of 20 students led by award-winning had to figure out who we were and what what Boivin’s team calls the “five pil- photographer John Londono, BFA 11, DOES PERCEPTION MATTER? we stood for, and that had never really lars” of Concordia’s sports program: who has worked with everybody from Bybeen Richard fundamentally researched Burnett and passion, adversity, roots, the road and Adidas to Arcade Fire. established.” the hive. “Roots touches on the old Sir “The students are assisting with videos THE SOCIOECONOMICS OF After securing approval from the uni- George Williams Georgians and Loyola for each pillar, and each video features versity last year, Boivin reached out to Warriors sports teams; the road is the Concordia athletes,” says Bastien. “It’s a four advertising agencies. “We ended path an athlete journeys on to the field; very big project. Even though students are PUBLIC HEALTH up choosing Cossette because those and the hive is fan-focused, about fans involved, this is a professional project. 26 22 | fall 2015 concordia university magazine concordia university magazine fall 2015 | 23 Research by Concordia's Jennifer McGrath and the Pediatric Public Health Psychology Laboratory sheds light on the long-term impact of children’s self-understanding. IRVING LAYTON By Simona Rabinovitch 32 AWARD FOR CREATIVE Does perception WRITING: FICTION By André Simoneau matter? UNIVERSITY CONCORDIA Jennifer MCGrATH (riGHT), direCTor of ConCordiA’s PediATriC PubLiC HeALTH PsyCHoLoGy LAborATory, is AMonG THe ToP five Per CenT of funded reseArCHers in CAnAdA. SIMONA RABINOVITCH university’s Centre for Clinical Research Much funded in Health, is distinguished for her in- The American-born McGrath earned an young children’s self- novative interdisciplinary approach her PhD from Bowling Green State STEM STARS 34 perception of where they fit in and statistical modelling expertise. University in Ohio. She then earned the world affect their health in “There’s fascinating work demonstrat- a Master's of Public Health while Clater years? The answer just might ing that even if your socioeconomic completingON her postdoctoral THE fellowship CASE Meet five Concordia womenThe socioeconomics of public health be yes. status changes over time, behaviours at the University of Pittsburgh in According to Jennifer McGrath, as- and phenomena get ingrained during Pennsylvania. Most recently, she was thriving in science, technology, sociate professor in Concordia’s childhood,” she says. “Low socioeco- awarded Thethe inaugural John PERFORM Molson Chair School of At Concordia’s Pediatric Public Health Psychology Laboratory, Department of Psychology and director nomic status during early childhood not in Childhood Preventive Health and of its Pediatric Public Health Psychology only affects child health, it jeopardizes Data Science.Business’s McGrath has published undergraduate case engineering and Jennifermath.