Keeping it original and dynamic
cross-platform storytelling
Brand Identity Building & Campaigns
BRANDING: WORLD IN CONVERSATION
INVIGORATING THE BRAND
World in Conversation (WinC), an organization for dialogue and public diplomacy located at Pennsylvania State University, trains American and international students from over 31 countries to be professional facilitators of dialogue. WinC creates ongoing and large-scale impact. To date, WinC facilitators have completed 54,237 dialogues within vastly diverse global communities.
WinC had a recognizable brand but was encountering new university branding constraints and wanted to update their overall visual look at its twenty year mark.
To accomplish this, I worked with the director, and the writing, strategy, and marketing teams to unify branding across all platforms. This involved creating new visual elements, deepening WinC’s storytelling, and meeting the new Penn State Brand Book requirements.
Strategy & Decisions
With a substantial alumni base I decided it was important not to disrupt people’s brand recognition of WinC. I chose to make slight changes to WinC’s visual identity and to infuse the brand into more realms of its messaging. The intention was addition not subtraction. I achieved this by identifying and creating new graphic elements, associating colors with certain campaigns, and diversifying content such as with newsletters, magazines, presentation designs, and merchandise.
Rebranding Collaborators:
Clayton Lose - Senior Graphic Designer Consultant
Swati Kasat - Communications Manager
Aashita Anand - International Independent Contractor
Laurie Mulvey - Director
Danna Jane Seballos - Assistant Director
Michelle Frisby - Operations Mannager
I strive for authentic, collaborative brand development.
When enriching an established brand or building one,
CAMPAIGNING: THE SUMMIT
20th Year International Conference
This campaign was targeted to reach Penn State alumni and to persuade them to attend WinC’s 20th year international conference. The goals of the campaign included generating new partnerships, creating funding opportunities, and reconnecting professionals to the multifaceted ways dialogue facilitation serves them.
To evoke feelings of nostalgia and excitement in this campaign, I chose to combine black and white photos with energetic graphic elements, pull bright colors from the brand palette, and use action-oriented key words.
Successes & Challenges
These nostalgic and energetic branding elements translated well to webpage designs, email campaigns, and social media platforms. It was challenging to use these same elements in formal communication, such as signage for the event. For the next campaign I now understand the importance of building more versatile brand assets that can be used in a wide range of media formats.
Engagement Strategy
Querying alumni
Sharing archived quotes and photographs
Reels from staff and alumni
A tool to check who is attending the event
Instagram polls
Weekly emails
Live vlogging the event for international audiences
Platforms utilized for campaigning based on the alumni’s age range and demographics:
Instagram • Email • Facebook • Twitter • LinkedIn • Word-of-mouth
Contributors & Collaborators:
Laurie Mulvey - Director
Danna Jane Seballos - Assistant Director
Aashita Anand - International Independent Contractor
Swati Kasat - Communications Manager
Michelle Frisby - Operations Manager
Joy Chiles - Administrative Office Coordinator
Darniesha Pressley - Operations Assistant / Streamer & Videographer
Clayton Lose - Senior Graphic Designer Consultant
