The UFV Student Union Society undergoes a rebrand to establish a new image more closely aligned with its student body.
As Strategy Lead and Lead Designer, I led the Student Union Society's first comprehensive rebrand in over a decade, guiding the project from research and brand strategy through identity development, stakeholder engagement, and implementation.
The challenge was to modernize the organization's identity in a way that would resonate with students while maintaining the credibility and trust expected of a student advocacy organization. Through brand audits, audience research, and stakeholder consultations, I identified key opportunities to strengthen engagement, increase brand recognition, and create a more meaningful connection with students.
During the discovery phase, I uncovered a central insight: despite the diversity of interests, backgrounds, and experiences across campus, nearly every student shared a connection to the Student Union Building (SUB). More than a physical landmark, it represented community, support, advocacy, and belonging.
I developed the brand strategy around this insight, using the architecture and character of the SUB as the foundation for a refreshed visual identity and brand narrative. As lead designer, I translated this strategy into a cohesive identity system that was modern, distinctive, and flexible enough to support the organization's evolving needs while strengthening its connection to the student community.
Beyond leading the creative direction, I developed brand standards, implementation frameworks, and rollout plans to ensure successful adoption across the organization. The rebrand was implemented across digital platforms, social media, websites, campaigns, print materials, environmental graphics, and student-facing communications.
