It can be easy to miss out on a post-secondary education that best matches a students interests while setting them up for a successful career.

When the Faculty of Arts at the University of Alberta came to us to help solve this problem, we were excited to take on their digital marketing challenge.


Tasked with developing a creative direction that would appeal to a younger demographic, we crafted a unique look and feel for our Trajectory IQ software that would resonate with prospective students and their parent or guardian.

Design Direction

Our goal was to create an experience based on old-school, adventure-style video games. Think Super Mario or Zelda. The aptly named Arts 101 Universe features each Arts program as a land within the universe. The aesthetic is nostalgia with a modern twist.

Content Adaptation

We wanted to inject a lot of personality and character into the Arts 101 Universe so that it spoke to a younger demographic.

All of the program information has been stripped of overly academic language. When a student interacts with the course material, they feel like they’re speaking to a peer instead of being told what to do.

In the introductory chapter, a student gets a glimpse of what the Faculty of Arts has to offer before they’re directed towards a self-assessment task.

Once completed, the student receives feedback on which Arts programs they might be interested in and program portals open to reveal different lands (Humanities, Social Sciences, Fine Arts, and Interdisciplinary) that they can explore at their own pace.


Within each program chapter, the associated majors and minors are represented as their own task. These tasks cover a quick overview including an introduction, key information the student should know about the program, and a possible career.

Other game tasks challenge students to uncover bite sized fun facts about different majors and minors offered in each of the programs.


All of our customers need to make changes to their courses over time and for the Faculty of Arts, this was one of the reasons they chose our software.

Trajectory IQ works with GatherContent which allows Faculty members to update content in one place making their course easy to maintain, update, and publish.


The final course is built so that students can access it at any time and any place. It’s an open course making it available to anyone without having to create an account ahead of time.

This allows students to come back multiple times without having to worry about remembering login credentials.

What they said…

“Trajectory IQ as a whole was very easy to work with! The entire team was exceptionally helpful and clear about expectations and deliverables, not to mention patient with us non-techie types. I hope we get the opportunity to work together again!”

– Pamela Sewers, Acting Assistant Chair, Administration.

What’s New?

Like in every Trajectory IQ project, the player earns points and unlocks badges as they complete tasks. In this project, we rolled out our new badges based on the official Emoji Unicode Standard.

Introducing Badgemoji

Our Badgemoji’s are paired with a clever title and punny descriptor making each badge award fun, relatable and most importantly memorable.


Integrated Social Sharing

For some students, getting their parent or guardian on board with their post-secondary choices is an important step. To help, we integrated social sharing throughout so that students can easily share program information via Twitter, Facebook, SMS or email.

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