Alberta College of Art + Design Partners with Will Creative + Stormy Lake Consulting to Launch University Rebranding




Calgary, AB - Alberta College of Art + Design (ACAD), the only post-secondary institution devoted exclusively to fine art, craft and design education in the prairie provinces, has chosen Will Creative and Stormy Lake Consulting to lead their rebranding as a university. Following the Government of Alberta’s March 1, 2018 announcement awarding ACAD university status, Will Creative and Stormy Lake Consulting will liaise closely with ACAD’s various communities (including Government of Alberta, students, alumni, faculty, staff, etc.) to undertake the careful research and collaboration required to uncover the new brand and identity for ACAD.

“This is a crucial step in ACAD’s journey to a university and we are thrilled that Will Creative and Stormy Lake Consulting will guide our community through this transition,” said Kristine Williamson, Vice President of Engagement at ACAD. “They were selected for their depth of knowledge in brand development and for their extensive experience in the post-secondary sector and I am confident that this partnership will support ACAD as we redefine ourselves as one of the premier art, craft and design universities in North America.”

Will Creative is a strategy-led solutions agency focusing on creative brand development and understand the calibre of education ACAD student’s receive having sought-out talented ACAD alumni for their team. "This is an exciting opportunity to remind ourselves about what makes ACAD so inspiring and so important, and propel that brand forward into an ambitious future as a meaningful university", said Ute Preusse, Founder and Director of Strategy for Will Creative.

Strategy firm Stormy Lake Consulting has worked closely with Will Creative in the past to incorporate research, facilitation, consultation, analysis and stakeholder alignment to reach strategic solutions. Philip Coppard, Principal, Stormy Lake Consulting said, "We’re looking forward to and place significant importance on working with the entire community to identify an inspiring path into ACAD’s future."

About Alberta College of Art + Design
Founded in 1926, Alberta College of Art + Design (ACAD) has been a major contributor to Canada’s visual culture in the 20th century, with many of its graduates gaining significant national and international reputations as artists, designers and creative leaders. ACAD provides accredited degree standard education and learning opportunities to 1,200 students enrolled in full- and part-time studies in a wide range of art, craft and design studio disciplines. In addition to credentialed undergraduate degrees in a variety of program areas, the College offers a Masters of Fine Art in Craft Media, making it the only institution in the province to offer and confer university-level undergraduate and now, graduate degree programs in art, craft and design. ACAD achieved university status on Thursday, March 1, 2018.

About WILL Creative
Will is a creative agency that focuses on the development and amplification of brands through a strong, strategic sense of purpose and emotional connection. Launched in 2014, Will employs 20 full-time staff in their Vancouver office and works across most major industries. Clients include: Stanley Park Brewing, 2018 Juno Host Committee, BCLC, Honda Celebration of Light, Royal Roads University, lululemon Athletica, HSBC Canada Sevens, Canada Games Council, Freestyle Canada, BC Children’s Hospital, Steve Nash Fitness Clubs, WCLC, Fresh Tracks Canada, Ivanhoe Cambridge, Vestis Fashion Group, Wilson School of Design at KPU, and BrandLive.

About Stormy Lake Consulting
Stormy Lake Consulting has provided marketing and brand strategies to a wide range of Western Canadian clients since 2002. Through research, consultation and old-fashioned hard thinking, we turn complex problems into clear, compelling and useful solutions. Our experience spans many sectors, including work for the BC Wine Institute, Dalhousie University, Travel Alberta, Calgary Sexual Health Centre, Tourism Richmond, NorQuest College, Telus Spark, City of Port Moody and Ivanhoe Cambridge.

Updates on the rebranding and consultation process will be readily shared with ACAD’s internal and external communication channels. Please visit for more information.


For more information please contact:
Steven Hodges, Alberta College of Art + Design
t. 403.284.7656
c. 403.472.5756