When the University of Toronto launched its Defy Gravity brand platform, it sought to ignite excitement and drive widespread application. To achieve this, U of T introduced its first comprehensive enterprise-solution Brand Portal.
This session will dive into the portal’s inception, development and role in promoting strategic unity in a highly decentralized university spread across three campuses. We will also explore how the portal has become an essential communications resource, uniting staff, faculty and stakeholders around a shared vision.
Discover how the portal’s broad guidelines, innovative tools and essential assets foster an environment that promotes unity while meeting the diverse needs of our community. Built on a flexible, scalable platform, the portal helps the U of T community apply the brand to their communications, ensuring effective brand stewardship.
Join us to explore how this scalable, ever-evolving platform is shaping the future of brand management.
Melissa Dukovcic
Director, Marketing and Stakeholder Relations, University of Toronto
Melissa Dukovcic is the Director of Marketing and Stakeholder Relations at the University of Toronto, where she leads university-wide brand and reputational initiatives. With over 15 years of experience in both public and private sectors, Melissa specializes in stakeholder engagement, leading cross-functional teams, and developing integrated brand strategies that resonate with audiences. Her passion for storytelling and genuine enthusiasm for connection drive her approach—shaping teams and creating brand experiences that make a lasting impression. Before moving into higher education, she honed her skills in advertising, working with some of the country’s most influential arts and cultural organizations, leading campaigns across digital, experiential, and traditional media. Outside of work, you’ll find Melissa singing, tending to her balcony garden, or planning her next adventure.
Emma Nguyen
Executive Director, Digital Marketing and Communications, University of Toronto
Emma Nguyen serves as Executive Director of Digital Marketing and Communications at the University of Toronto, leading the Brand Hub digital team to advance the university’s global reputation and digital thumbprint. With over 15 years of expertise in digital transformation, fundraising, and brand strategy, Emma drives initiatives that integrate digital channels to enhance alumni engagement and philanthropic impact. A proven leader, she builds high-performing teams and delivers data-driven campaigns that achieve measurable results. Before U of T, Emma worked with North American non-profits, designing innovative fundraising strategies. She is committed to fostering collaboration, inclusivity, and forward-thinking solutions.
Karlie Hopf
Senior Copywriter, University of Toronto
Karlie Hopf is a Toronto-based copywriter with 15 years of experience spanning advertising agencies and in-house marketing and communications teams. With a strong foundation in digital media—from website writing to content creation—she has worked with top global and national brands, including Microsoft, Xbox, Ford, Manulife, and Johnson & Johnson. She is currently a senior copywriter at the University of Toronto, where she helps shape and elevate the university’s brand, including the 2021 launch of its new brand expression, Defy Gravity. When she’s not crafting copy, Karlie is likely tossing a frisbee for her Australian Cattle Dog, trying to centre her pottery clay, or sipping an oat misto
Laura Stradiotto
Senior Art Director, University of Toronto
Laura Stradiotto is a Senior Art Director with 15 years of experience bringing stories to life through design, branding, and visual storytelling. At the University of Toronto, she blends creativity with strategic thinking to connect with audiences in meaningful ways. In 2023, her work was honoured with a Circle of Excellence Gold Award from the Council for Advancement and Support of Education. When she’s not at her computer, she’s making her world-famous lasagna or strumming her guitar with the four notes she knows.