ISA had no brand strategy or orientations on the implementation of the logo they had used for years. Flyers and invitations weren’t in any way designed to convince the users to actively participate in the activities organized by the association.
Part of my job as Public Relations Officer was to find the way to connect to users and create visual artwork that was attractive to a broad range of students from different backgrounds. One of the first steps was to compare ISA communications to other international students associations, branding strategies from communities for young people, and successful advertising strategies from companies targeting the same group of users. The results led me to my next task, which was developing a concept for the International Awareness Week, the most important event for the association, and create other small communications pieces for other events.
