UNC Asheville (formerly UNCA)

Property of the University of North Carolina at Asheville.

The Challenge:

University digital and print rebrand campaign in order to better market UNC Asheville to donors, community members, prospective students and stakeholders. 

 

The Problem: 

UNC Asheville's website and magazine had become an old-fashion catalog of academic information rather than a search engine and marketing tool for internal and external users. This was impairing the university's ability to attract prospective students, professors and donors. In addition to the brand identity inconsistencies across departments, the university lacked diverse representation which affected recruiting.

My role:

I worked with the Communication & Marketing department, Human Resources and Office of Multicultural Affairs (OMA) to develop a multitude of photo and video content that was populated in print and digital to offer insights and testimonials (interviews, campus events, portraits, lifestyle photos, commercials, conferences, festivals etc.) to donors, community members, students and stakeholders. I also produced promotional designs as a member of the annual 

Greenfest steering committee.

I also created and managed the OMA's social media platforms and lead art and creative direction for the University's instagram with social media campaigns such as the "30 Majors in 30 Days" and "Scavenger Hunt". This, along with recruiting university students and leaders to highlight the university's diversity efforts and introduce a consistent brand voice moving forward.

The Solution:

Today, UNC Asheville has a unified voice for its magazine, website experience and social media platforms that truly matches the university's values.