The VPFO are the people that keep UBC running, from the lights that turn on each morning to the financial decisions that shape the future. Until now, their story was scattered across eight divisions, and there was a need to inspire a shared identity. Inspired by the physical and unseen pathways that crisscross UBC’s campuses, the design reflects how VPFO’s people connect, support, and energize every part of the university.

The idea was sparked during a meeting when someone said, “We’re the people behind the work, you only notice us when something breaks.” That insight shifted the design toward more than just structure. It became about motion, rhythm, and time, pathways etched through the university during every moment of transformation.

The graphic became a collective story that helped VPFO present as one connected team. At VPFO Day, it was used to map connections in real time, helping one of UBC’s largest groups see how they work together. Built under UBC’s parent brand structure, VPFO brand guidelines were developed with templates and graphic assets rolled out across divisions and applied to the website, other digital platforms, and print collateral.