University of Toronto Press (UTP) is a leader in the scholarly publishing category. Due to the escalating technical demands placed on scholarly presses and journals, the sustainability of the entire category was at risk. UTP developed an innovative digital product, a revolutionary new idea that would help save the category and generate revenue for UTP.
Working with UTP, Wunderkind developed a comprehensive marketing strategy, as well as the brand name, identity, tagline, and marketing materials all based on insights from our proprietary Structural Mapping Process™. We developed the marketing platform of “Transform”, and named the product “P-Shift”, connoting a major shift in the way the scholarly publishing world would operate.
With the launch of the campaign at major international industry expo, the annual target for product demonstrations was met in an astonishing two days. The product has become so successful that Publishing Weekly magazine has profiled UTP for its category-leading innovation.
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