BRAND STRATEGY
Brand strategy is about creating a narrative that aligns with an organization’s core values while resonating deeply with the audience. My approach begins with understanding the brand’s purpose and ensuring that every touchpoint reflects it. Whether refining an existing brand or creating a new one, I focus on delivering clear and consistent messaging across all channels, with the needs and preferences of the target audience at the forefront.
Collaboration is key. By working with cross-functional teams, I ensure that brand messaging is unified and impactful, with the ultimate goal of creating lasting connections with the audience. I strive to develop strategies that not only define a brand but also foster trust and engagement.
LOGO REDESIGN
The original logo for the Summer Transition Series (2022) served as the foundation for a key communication initiative designed to help incoming students and their families transition to campus life.
In 2023, I led a rebranding effort that was deeply personalized, aiming to enhance the experience for various communities. The updated logo showcases individualized designs tailored to specific audiences, reinforcing a more inclusive and community-centered approach to the series.
NEWSLETTER REDESIGN & IMPACT
As part of transforming a department’s communications, I led the redesign of the newsletter for incoming students and families. The original newsletter lacked cohesive branding, which impacted its effectiveness in engaging students and families.
In the redesigned version, I focused on a clean, modern aesthetic that not only aligned with the department’s core mission but also significantly improved the content's approachability and visual appeal.
Before & After:
Before: Cluttered layout, limited visuals, minimal alignment with Duke’s values.
After: Streamlined design, engaging visuals, consistent brand messaging, and clear call-to-action.
Results:
Increased open rates by 45%
Increased click-through rates by 30%
This redesign was driven by a data-informed approach, ensuring that we not only made aesthetic changes but also improved the effectiveness of the communication.
Key Messaging: Brand Voice & Messaging Strategy
The redesign of the newsletter was part of a broader effort to refine and strengthen our messaging strategy. I focused on developing key messages that aligned with the department's mission of helping new students transition to campus life.
Key Messaging Strategy:
Promoting Intellectual Curiosity: Content focused on academic engagement and encouraging students to explore their new environment.
Building Community: Messaging that emphasizes connection, support, and belonging for both students and their families.
The “Why” of the Office: The messaging communicated the purpose of the office, which is to help students and families successfully navigate the transition to Duke by offering critical resources, support, and opportunities for engagement.
I collaborated with cross-functional teams to ensure that these key messages were consistently reflected across all communications, creating a unified and powerful brand narrative.