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UNIVERSITY OF VIRGINIA

HOUSING & RESIDENCE LIFE STRATEGIC BRAND IDENTIY | 2013 ALISON WHITE | MARKETING DIRECTOR


UNIVERSITY OF VIRGINIA

HOUSING & RESIDENCE LIFE

BRAND IDENTIY STANDARDS | HOUSING & RESIDENCE LIFE A single, unified message builds a powerful brand (feel). PURPOSE The purpose of this manual is to establish guidelines for how UVA Housing & Residence Life communicates and expresses itself as an organization. BACKGROUND Research Unit needs, Analyze, Conceptualize, Create Unified Cross-Unit Identity, Branding, Marketing Strategies, Top-Down Corporate Approach, & Budget

WHY A consistent visual identity supports strong brand by creating a unified look in all communications materials, which supports the overall strategic marketing plan. People notice visuals before print, but the print supports the visual and builds the foundation of the overall brand. We’ve made it easy to produce materials by creating a variety of templates for print pieces, websites, and PowerPoint presentations. BRAND VOICE | TAGLINE YOUR BEST YEARS ARE HERE Long-term goal is to integrate the brand of ‘YOUR BEST YEARS ARE HERE’ when they are looking at college choices, the warmth of the brand will help them choose to stay on-grounds. The Best Years of Your Life, Life Long Friends (YOUR BEST YEARS ARE HERE) double meaning, present and within res halls. Buy-in, Partnerships, Support Programs are important for true strong brand. Each Year, all incoming RA’s, New Hires, Etc. need Brand Initiation, overview, so they think of this and supporting concept throughout all programs. -All Materials should go through a Brand Director, for consistency, identity & tone support, & logo representation. TONE Reason: Connect with Target Audience to Support Brand (Feel) -Who is the target audience, are there various audiences? Yes, First-year students, transfers, graduates, and Conference Service Guests. The content perspective & Tone should be rethought considering this. -There should be different materials for the two target audiences. Student interest vs conf guest interest, wants, needs. Ultimately, you’re selling different products. However, the look of the designs should stay the same, so there is a connection to the overreaching unit. -Consider message and consistency cross-platform: External client doesn’t care about the breakdown of units. Horizontal approach instead of umbrella. -What draws the student and will stay with them?


-Survey select students (incoming, 2nd year on and off-grounds, transfer, and graduate) to determine core reasons for housing choices & possible motives to stay. See note* -Reconsider interests of clients, what interests them, how to edit content/tone for ease of understanding, reference, identifiers that draw them to grounds and keep them here. The fact that housing parallels the UVA core values, is inherent and not of interest to students. -Focus on Living Learning Community definitions and key community features of student interest. Students don’t connect emotionally to ‘Living Learning Communities’, but they may connect to what’s available in the specific communities. (other examples) Life planning & career development & preparation focus, AWESOME, an acronym for Artistic, Wellness, Emotional, Spiritual, Occupational, Multicultural, and Educational; -The Best Years of Your Life, Life Long Friends (YOUR BEST YEARS ARE HERE) double meaning, present and within res halls. Content Editing -Tone -Message Clarity, Consistency -Target Marketing while under UVA Umbrella Target Audience/Perspective

VISUAL IDENTITY BRAND COLORS

BRAND TYPOGRAPHY A consistently applied typographic system supports the HRL Identity. Our fonts give a classic,


welcoming tone to our communications, subtly conveying the University’s strength and tradition. By staying within the University’s font family of Adobe Caslon Pro for the logos and utilizing Myriad Pro for text heavy material, consistency will be guarenteed.

BRAND VISUAL Serpentine Curtain design should be used when appropriate.


TEMPLATES | DOWNLOADS: All materials should be templated, downloadable, &/or available for order from a website. BRAND LOGO

UNIVERSITY OF VIRGINIA

HOUSING & RESIDENCE LIFE

PHOTOGRAPHY -Use professional, UVA clad, happy, smiling, diverse, great composition that files the space, no backs of heads, etc.


PRINT MATERIALS -Table Banner Displays -Hanging Wall Banners -Brick Heat Sealed Banners/Ads -table tents -Brochures, Folders, Posters, Invitations -Collateral Materials

HAND OUTS | ONE SHEETS


TABLE BANNERS

TABLE DRAPE

UNIVERSITY OF VIRGINIA HOUSING & RESIDENCE LIFE

VIRGINIA.EDU/HOUSING

SWAG

 


-SHIRTS -Wayfinding/Signage Wayfinding/Signage - Directories, Pole Signs, Event Signage, Templates, Maps -Wayfinding/Signage/Electronic and conciearge FLOOR BANNER

UVA

UNIVERSITY OF VIRGINIA HOUSING & RESIDENCE LIFE

YOUR BEST YEARS

ARE HERE

 


STATIONARY -Business Cards


-Letterhead, envelopes


POWERPOINT


WEBSITE

-Information Architecture, Consistent Tone & Message, Brand/Identity Consistency -Incorporate brand strategies, ie: inviting look for students, on-grounds activities, cultural interests, helpful tips/apps for students (uva dining menu) -Blog links: inside look at daily activities, understanding   of experience, pranks, pictures, fun environment

SOCIAL/E-MEDIA -url on everything, send all content/bulk info to web. -FaceBook pages -FB adds -QR codes to FB page events/programs -RA tweets -App Concepts/Utilization -Blogs



UVA HRL Strategic Brand Identiy