COVER 2 COVER BRANDING

In the second year of my role as Chief Creative Officer, I made establishing a clear brand identity the priority for my team.

HOW IT STARTED…

In the first screenshot, we did not demonstrate a clear understanding of our target audience. For example, we were making posts about celebrity birthday’s to our Howard student audience. They are likely finding out about these birthday’s from larger “culture” pages, so our job is to stick to our niche. We had to redirect our social posts to offer information that Howard students that is specific to their experiences.

In addition, we had to establish our physical brand identity. So, we stick to a defined color palette, font, and use similar design elements. On our page, there are a lot of gradients, cut outs, and duotone effects.

Howard’s colors are the traditional royal blue and red but we wanted to do a lighter blue and a striking red to convey our youthful identity. Our font choices needed to be accessible across our web, social, and printed mediums so we went with a classic, Century Gothic, that was still fresh.

In the first month since these changes were established we have gained nearly 200 followers and increased our accounts reached weekly.