Brand Management & Marketing
(Higher Education)
In July 2018, the university embarked on a transformative brand refresh in collaboration with an external branding agency. Within this pivotal initiative, my role was multifaceted. I assumed the responsibility of overseeing, designing, and managing all digital assets, a process that also encompassed the creation of a new institutional logo. Furthermore, I developed a comprehensive series of templates tailored for academic departments, campus organizations, and student groups, a critical step in ensuring unwavering brand consistency.
As a pivotal component of this project, I undertook the task of training our creative team and various cross-functional departments, equipping them with the knowledge and tools needed to effectively implement and uphold the refreshed brand guidelines. In August 2021, I expanded our creative team by hiring a marketing coordinator/graphic designer to assist in managing licensing, vendor relationships, and day-to-day operational requests.
Since the brand refresh, I've observed a remarkable university-wide commitment to embracing the updated brand and logo guidelines. The systems, asset libraries, templates, and shared spaces that I spearheaded continue to foster flexibility and enhance efficiency in our creative team's workflow. During my tenure at the university, I assumed a central role in managing all logos and brand guidelines. Additionally, I played a pivotal role in educating our campus community through presentations to various groups, collaboration with stakeholders, and overseeing concerted efforts to ensure brand consistency across licensed vendors and internal and external audiences and stakeholders.
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Meticulously distilled consistent themes from a diverse range of research sources. These themes have emerged as the foundational pillars driving WIU's strategic brand narrative. They are the embodiment of limitless potential, unwavering resiliency in the face of adversity, and the transformative power of perspective. These three strategic drivers serve as the guiding beacons, illuminating the path forward.
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The positioning statement stands as the bedrock of the brand strategy. It serves as a compass for the audience, offering a clear understanding of what they can expect, the products or services that are provided, the distinguishing and differentiating features, and the ultimate outcomes they can anticipate.
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The University's core values underwent a revitalization and have now become the sturdy brand pillars that underpin and shape the positioning statement. These pillars effectively articulate the collective thoughts and sentiments of the WIU community regarding the University, as well as communicate to the audience the distinctive qualities that define it.
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When envisioning the University as a person, I attribute various traits and characteristics to craft a distinctive personality. The voice and tone adopted served as a vehicle for conveying how the core audience perceived the University, defining it as a persona characterized by unwavering loyalty, nurturing mentorship, and an enthusiastic willingness.
Making a Statement
An exciting addition is on the horizon for the campus! For some time, I've nurtured the vision of introducing an oversized sculpture strategically positioned for student engagement and photo opportunities. Beyond being a striking focal point in the center of campus, this sculpture has the potential to become the centerpiece of an organic social media campaign, naturally curated by enthusiastic students.
In early 2021, I championed the cause for funding and collaborated closely with an art professor and the university's Director of Facilities Management. Together, we conceptualized and designed mock-ups for an imposing steel block 'W' (artist's rendering provided). This sculpture not only serves as a powerful promotional tool for the university but also acts as a guardian of the brand identity. Upon completion, there are plans to enhance its visual impact by installing vibrant purple lighting within the sculpture, creating a captivating nighttime spectacle.
WIU BILLBOARDS
WIU BILLBOARDS
Brand Photography - Photography Direction
Brand photography serves as the crucial visual element that shapes an audience's initial impressions. During my tenure, I collaborated closely with photography and videography teams to meticulously plan and execute multiple shoots spanning the academic year. Our overarching objective for all captured imagery was to narrate a compelling story and effectively convey our brand essence.
The photography approach prioritized authentic human connections and engagement, eschewing the conventional direct gaze into the camera. Instead, we aimed to spotlight moments of genuine connection and vibrant, joyful energy, illustrating how the university enriches the lives of its students. At all costs, we steered clear of stock photos, opting for authenticity in every frame.
I'm proud to note that every image within this portfolio from WIU was skillfully captured by the exceptional in-house photography team, ensuring the utmost authenticity and alignment with the brand.
