TNS CSSA Branding
Rebranding the New College Student Union, including Online and Offline Materials and Promotional Resources.
Branding, Graphic Design, Social Media Marketing
2022-2023
Publicity Director, Department Magager, Visual Design, IP Design
TNS CSSA
The Problem
CSSA's inefficiency in marketing promotions
The brand design of CSSA is somewhat ambiguous, leading to confusion and inconsistency in styles when creating promotional materials. This results in students struggling to clearly define a design style when making posters, reducing work efficiency and satisfaction. CSSA lacks more comprehensive and systematic promotional materials, resulting in lower marketing efficiency.
Design Solution
To enhance the work efficiency and satisfaction of our staff, I have created clearer design guidelines, along with more explicit directions for aesthetic style and IP image. At the same time leaving a certain degree of design freedom for colleagues to exercise their creativity.
Brand Guideline Redesign
I organized and analyzed the most commonly used colors, logos, known styles, and scattered IP of TNS CSSA, and redesigned a clarified brand guideline. At the same time leaving a certain degree of design freedom for colleagues to exercise their creativity.
Banner
Following the brand guideline, my team members and I designed the banner for CSSA.
Posters
I designed the poster for CSSA’s New Students Orientation taken place in China before the starting of the fall semester
Merchendising
I and my team designed the merchendisings for CSSA, inclusing tote bags, prints, notebooks, pen, and pins.
Our Research
I conducted a preliminary examination based on the student union's stakeholders, its current promotion, its current issues, and its operation mechanisms.
Stakeholders
Using the knowledge that I learned in the UX field, I created a more detailed user persona based on the current main stakeholders (non-CSSA members who participate in and promote the student union) and potential audience.
Business Analysis
I analyzed the current activities of CSSA, including the goals of the activities, the target audience, locations, and frequency.
Findings
Based on the research findings, I identified the most urgent needs of the student union and the most pressing needs of the students currently.
Design Timeline
I created a timeline schedule for the PD department from the summer of 2023 to the CSSA New Student Orientation, including details on material design, audit, pre-launch social media publishing, material printing, production, transportation, and distribution.
The Outcome
Our design increased our followers by 26.82% over eight months.
