Designing Within an
Established Brand System
Project Summary
Project Summary
Good marketing cannot outrun an inconsistent brand. When I joined FIU Project SEEDS as a Marketing Officer, my job was to lead recruitment efforts and drive student enrollment. But there was no consistent visual identity to work with. No logo system, no defined colors, no typographic standard. Every poster looked different from the last.
I could not market effectively without a coherent brand identity. So I proposed to the team to build a brand identity system for Project SEEDS. As a designer developer, it also made sense for me to design and build a website to bring that system to life.
Good marketing cannot outrun an inconsistent brand. When I joined FIU Project SEEDS as a Marketing Officer, my job was to lead recruitment efforts and drive student enrollment.
But there was no consistent visual identity to work with. No logo system, no defined colors, no typographic standard. Every poster looked different from the last.
I could not market effectively without a coherent brand identity. So I proposed to the team to build a brand identity system for Project SEEDS. As a designer developer, it also made sense for me to design and build a website to bring that system to life.
Roles & Responsibilities
Roles & Responsibilities
Role
Role
Graphic Designer
Brand Identity Designer
Web Designer
Graphic Designer
Brand Identity Designer
Web Designer
Tasks
Tasks
Brand identity design
Logo design
Web design
Social media marketing
Brand identity design
Logo design
Web design
Social media marketing
Tools
Tools
Adobe Illustrator
Adobe Illustrator
The Challenge
The Challenge
Project SEEDS is an initiative inside a large institution with an established, rigorously governed brand system. FIU's branding guidelines are detailed, specific, and non-negotiable at the university level.
FIU allows initiatives creative freedom. Initiatives can come up with their own logo, colors, and typography. Yet starting from scratch made no sense because FIU's brand already carries a long recognition, credibility, and trust among the exact students Project SEEDS was trying to reach.
Project SEEDS is an initiative inside a large institution with an established, rigorously governed brand system. FIU's branding guidelines are detailed, specific, and non-negotiable at the university level.
FIU allows initiatives creative freedom. Initiatives can come up with their own logo, colors, and typography.
Yet starting from scratch made no sense because FIU's brand already carries a long recognition, credibility, and trust among the exact students Project SEEDS was trying to reach.
Research
Understand Project SEEDS
Understand Project SEEDS
Before designing, I sought to understand Project SEEDS, its mission and vision. I researched what the brand was trying to communicate, and what perception it needed to build to earn trust from prospective students and faculty.
Beyond, Project SEEDS, I researched FIU's brand guidelines to understand the approved typography, color palette, and creative freedom extended to initiatives.
Before designing, I sought to understand Project SEEDS, its mission and vision. I researched what the brand was trying to communicate, and what perception it needed to build to earn trust from prospective students and faculty.
Beyond, Project SEEDS, I researched FIU's brand guidelines to understand the approved typography, color palette, and creative freedom extended to initiatives.
Design Strategy
Design Strategy
The design challenge was to create something that felt distinctly Project SEEDS while existing within the parent brand.
I chose to extend the brand rather than re-invent a new brand identity system. This would allow me to inherit a credible brand with an established visual identity and ease the approval process.
The goal therefore became an identity that was minimal, elegant, and instantly readable.
The design challenge was to create something that felt distinctly Project SEEDS while existing within the parent brand.
I chose to extend the brand rather than re-invent a new brand identity system. This would allow me to inherit a credible brand with an established visual identity and ease the approval process.
The goal therefore became an identity that was minimal, elegant, and instantly readable.
FIU Project SEEDS
Brand Use Case
Website design
Website design
Project SEEDS needed a website to publish events, communicate the program's mission, support student recruitment, and handle contact inquiries. After the brand was approved by both FIU branding and Project SEEDS team, I build a website for Project SEEDS.
Since I was about to graduate, the website solution needed to be simple enough even for non-technical staff to maintain it. Therefore, I chose to use Wix which is intuitive to use for everyone.
Project SEEDS needed a website to publish events, communicate the program's mission, support student recruitment, and handle contact inquiries. After the brand was approved by both FIU branding and Project SEEDS team, I build a website for Project SEEDS.
Since I was about to graduate, the website solution needed to be simple enough even for non-technical staff to maintain it. Therefore, I chose to use Wix which is intuitive to use for everyone.
Success & Impact
What Success Looks Like
What Success Looks Like
More than 100% increase in student enrollment
Increased trust and perception towards Project SEEDS
More than 100% increase in student enrollment
Increased trust and perception towards Project SEEDS
Key Take aways
Key Take aways
Balancing restraint and creative freedom. As a passionate designer, creative freedom easily means bold new ideas. I had so many ideas for the logo. Yet, sometimes working with established design systems is the optimal solution.
Branding shapes perception. A brand is a reputation system. A clear, consistent branding system gains trust over time.
Balancing restraint and creative freedom. As a passionate designer, creative freedom easily means bold new ideas. I had so many ideas for the logo. Yet, sometimes working with established design systems is the optimal solution.
Branding shapes perception. A brand is a reputation system. A clear, consistent branding system gains trust over time.
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