Conestoga College SMM Branding

Branding. Marketing. Social Media. Print.

Design Thinking

The Social Media Marketing Program at Conestoga College needed updated branding as well as marketing materials in order to increase their numbers for domestic enrolment. The created branding features bright colours that are associated with social media brands such as red, blue and yellow/green. When paired with a blocky typeface and fun icons, the created toolkit is cohesive, fresh and vibrant. Other materials created include a postcard, tri-fold, vertical banner and social media content featuring the programs’ mascot “Flippy”.

Project Backstory

The Social Media Marketing Program at Conestoga College hired two students to complete a work-study placement in order to redesign their marketing approach. The two selected students were Meoldy Vanberkel?, a current student of the program and Madeline Belford, a Bachelor of Design student. Working alongside the program coordinator Sydney Pereira, the three worked together to help define the approach with Madeline focusing more on the branding assets and Melody largely focusing on the instagrams and video components.

Deliverables

  • Branding

  • Tri-fold brochure and postcard

  • Social Media

  • Standing banner

Understanding the “Why”

With changes in Canada’s approach to international student visas, Conestoga College decided to put more focus on recruiting domestic students. A program that previously had a large percentage of international students, the social media marketing program was faced with the task of designing a new brand identity and marketing materials to better market themselves to domestic students. 

Defining the Brand 

The only branding that the Social Media Marketing Program had previously was the standard school branding for Conestoga College which primarily uses the school colours of gold and black. The new branding features colours inspired by different social media platforms: chartreuse, magenta, sky blue and black. The bold colour combination adds a sense of dynamisms and excitement to the branding. An icon system was also cerated for the brand that was inspired by online interactions (ie. hearts, comments, likes, etc). The created brand defines the program visually as a social media centred study immediately upon first glance.

Making Flippy Come to Life

“Flippy” the cellphone was a mascot that had been created for the program to highlight the social media aspect. The issue was that the only image the team had access to of him were 3d render pitches. Flippy was traced and vectorized to allow him to be present throughout the creative assets. 

Sharing Info
Via Print

Created assets included marketing materials such as a postcard, a brochure and banners. These assets are easy to mix and match to use for any in person events the program advertises at. Alongside the cerated graphic elements, social media content was also cerated for the program’s page that focused on being topical to current internet trends.