Royal Roads University of Victoria, BC is preparing a marketing campaign to introduce its new branding. The branding includes a new logo, tagline, website, advertising and on-site materials. The logo depicts a pixelated version of the school's Hatley Castle Turret in order to juxtapose the traditions of the school with online learning. The new tagline is "Life. Changing." The school has also released an online video aimed at existing and prospective students and updated its website at <http://www.royalroads.ca>. A print, digital and outdoor campaign will roll-out over the next two months. The initiative was developed by Cossette of Vancouver, with public relations from Citizen Optimum. "The best brand positions are those that speak the truth, and the consistent feedback from students, faculty and alumni was that, regardless of which program you were part of, Royal Roads University is an enriching, fulfilling and above all transforming life experience," said Catherine Riggins, director of branding, marketing and recruitment at the university. "It's wonderful to see RRU now has a brand model that showcases our strengths. It's been incredibly well received internally by staff and students alike, which is further testament to its authenticity."