Trademark Licensing: Institutional Pride at U of T
In partnership with Trademark Licensing, the Innovation Hub explored how UofT’s brand influences student experiences of pride and belonging. A previous project in Summer 2018 identified key themes such as “survival” and “fragmentation” that shaped students’ perceptions of their university experience. Building on this data, this project examined when and how students encounter these themes throughout their interactions with the university. By looking deeper into these narratives, we aimed to understand how UofT’s brand does or does not foster a sense of pride and connectedness, providing valuable insights for Trademark Licensing’s future strategies in creating more meaningful engagement with students.
Fall/Winter 2018-2019
How does student pride manifest in U of T student's lives?
In this report, we asked the question: “What are the ways that pride in the University can manifest in students’ lives?” The answers come from a series of long-form, empathy-based interviews with students over the course of Fall 2018/Winter 2019. Our team analyzed this data to uncover recurring themes and insights, which can be categorized into four spheres of student experience: Academics, Social, Wellbeing, and Future.
KEY FINDINGS
Students who achieve balance between academics, social, wellbeing and future spheres are most likely to feel a sense of pride in the university
Researches uncovered recurring themes and insights, which can be categorized into four spheres of student experience:
- Academics: Students often feel isolated and alone in their struggles.
- Social: Students value meaningful and reliable connections over shallow acquaintanceships, and such relationships are valuable for personal growth and resilience.
- Wellbeing: Students struggle to balance their schooling with healthy lifestyle practices such as
hobbies, physical activities, and spending time with friends and family. - Future: Students often feel it is impossible to consolidate personal fulfillment (e.g., majoring in a subject they love) with realistic future goals.
Access the report to learn more about these themes, along with personas, a journey map and next steps.
