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Hunter Tura studied to be an architect, but found himself drawn to creative expression that stretched beyond designing buildings.

Since he took over as president and CEO of the Toronto-based firm Bruce Mau Design in 2010, the Plymouth, Mass. native has dedicated himself to crafting “visual identities” for major clients around the world. He has rebranded universities, museums, galleries and retailers — and, in the case of Know Canada, a country.

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Tura was in Saskatoon this week for a series of talks, including one at Saskatchewan Polytechnic. He sat down with the Saskatoon StarPhoenix to discuss his vision for the future of design and how to brand a city.

This interview has been edited for length and clarity.

Q: You’re in Saskatoon for two ticketed events, but took time to speak to students at Saskatchewan Polytechnic. Why was that important to you?

A: I talk about design and its impact on society in the 21st century and beyond. I always feel like provoking the students to challenge some of their assumptions is critical, because they are the ones that are going to own the 22nd century. It’s their decisions as designers which are going to have the deepest impact. I use my time with students (I teach) to not only test my ideas and to get feedback from them, but again, also to challenge them to think about how they can play a bigger role.