Vancouver Island University – Social Media Content Design

Goal

To create visually engaging, culturally relevant content for VIU’s social media that resonates with both current and prospective international students. The objective was to highlight Canadian experiences in a relatable, vibrant format that reflects the lifestyle and learning environment at VIU.

Thought & Creation Process

The guiding principle was:

“Don’t just tell students what VIU offers—show them how it feels to live here.”

With that in mind, we conceptualized a series of social media posts that blend authentic student moments with recognizable Canadian symbols. Each post was designed to feel like a warm memory or a snapshot from a story, not an ad.

Strategy & Content Theme

The featured post focused on a group of students experiencing classic Canadian elements:

• Watching a hockey game
• Eating poutine
• Hanging out with friends, waving the Canadian flag

We selected these symbols intentionally—they are instantly identifiable to international audiences, but presented here in a casual, community-driven context.

Visual Design Approach

• Photography: A candid-style group selfie showing real student smiles and connection
• Illustration & Iconography: Light overlays of a hockey stick, poutine box, and Canadian flag to enhance storytelling without crowding the layout
• Color Scheme: Muted blues, red accents, and warm neutrals to reflect both the Canadian identity and VIU’s branding
• Typography: Simple, bold headers with minimal body text to keep the message visually readable and mobile-friendly

We used layering techniques to give the visuals depth and energy, while keeping text minimal to support social platform algorithms.

Outcome

The post stood out on the VIU social feed and achieved its goal of:

• Creating emotional engagement among international students
• Reinforcing VIU’s positioning as an inclusive, vibrant place to study and grow
• Helping students envision their future beyond just academics

This project demonstrates how cultural storytelling and thoughtful design can build connection, especially when speaking to a global audience through everyday moments.

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