Background: As the Director of Marketing Communication at the Hispanic College Fund (HCF), I was responsible for managing a brand redesign project which included redesigning the logo, tagline, website, and other communication assets. The new brand and website needed to integrated all programs and accurately reflect the organization's business strategy. 

 

Specific contributions included survey development, research analysis, managing the RFP process from web and brand design agencies, managing the agency relationship, timeline and budget, reviewing the concepting process, drafting copy, sitemap architecture and navigation, communicating updates with stakeholders, and managing the content management system. 

Non-Hispanics more easily disconnect from Hispanic-labeled issues because, to them, "it doesn't affect me". The Hispanic College Fund wanted to broaden its relevancy to both Hispanic and Non-Hispanic audiences in effort to increase awareness, funding, volunteer engagement, and participation.

 

Different stakeholders clearly understood that HCF served Hispanic students, but they weren't fully aware of all the programs the organization provided from high school, through college, and into professional careers. HCF wanted the new brand to clearly illustrate how it provides a pipeline for Hispanic students' success. 

 

// The new tagline was impact-driven to show how the trajectory of Hispanics affects America's economic success: Promising youth. Promising Professionals. A stronger America. 

 

// In addition, the logo visually portrayed the organization's pipeline approach to develop Hispanic students from high school, through college, and into professional careers.

 

// The organization also adapted its color palette to give a brighter sense of optimism and hope for the future. 

 

// The new website featured the new color palette, logo tagline, and navigation options that allowed viewers to see programs specific to high school, college, or career development needs.