Latino studies rebrand
Rebranded Latino Studies Logo, animated version
Excerpt from Brand Book & Style Guide
About the rebranding process
In January 2019, I proposed a top-to-bottom organizational rebrand to address the increasing growing pains we were experiencing as three independent but collaborative academic units. Two of the units were less than five years old, and the third was almost fifty years old, which meant that old reputations persisted and new ones were difficult to establish. Despite a limited communications staff at the time (myself and a graphic designer), we completed the rebranding in a short 8 months, debuting the Brand Book and Style Guide in August 2019.
view the brand book and style guide.
view a planning document that summarizes my research and strategy.
event marketing and promotion
Latino Studies at UT maintains a busy event schedule during fall and spring semesters, with an average of 4-5 events a month. Marketing and promotion must be carefully staggered and visually dynamic enough to stand out among the hundreds of events that take place on campus every week. The events should convey an experience that is both substantive and engaging—no boring lectures here. For all event posters I oversee art direction and draft all copy. Our graphic designer executed most of the designs above.
EMail marketing: latino studies newsletters
In general, newsletters too often take a creative backseat to flashy social media campaigns and outside-the-box experiential efforts. The online medium can be restricting, no doubt, but too many underestimate the epistolary potential of the humble email. Relatable voice, compelling writing, dynamic visuals—these elements can combine to create a wholly meaningful reading experience that does as much if not more to build audience relationships as likes and follows do.
This was my philosophy when I took over our weekly Latino Studies Newsletter. I treated it like a conversation with our audience that began from a place of empathy. Can I tap into a collective feeling—are we at a point in the year, say, when everyone is starting to drag a little?— and establish some level of intimacy before I start selling them this or that?
The result of this approach has been countless personal messages from students, faculty and staff expressing how much they enjoy reading them. Joy? In reading a newsletter? What can I say—I’m pretty dang proud of that.
a few kind words from newsletter subscribers
“I left UT several years ago for a job in New Mexico. I just wanted to let you know that I can’t quit the Latino Studies newsletter because it is literally the best thing in university admin of all time. You are doing an amazing job and your letters always make me giggle. ”
“I’m on the Latino Studies at UT mailing list and I just want to say how much I enjoy your newsletter. Fresh & funny & alive. I’ve forwarded a bunch of your promotions to our 600 CNS Honors students. I’m assuming that you’re writing this stuff. If so, good work and thanks.”
“I just wanted to say that these Latino Studies newsletters never disappoint! Whatever team puts these together deserves recognition and applause.”