Objective
In the Marketing & Communications Office (MCO) at Central New Mexico Community College (CNM), our objective was to restructure the Suncat Times newsletter into something bold with more impactful communication. Our goal was to create a new visual identity that resonates with every individual student to create trust and belonging by building supportive relationships through communication of news, stories, and resources to the student body.
Project Scope
Our process for 'The Scratch' began with an exploration of the brand's essence and it's connection to the student community. We delved into the heart of what makes this newsletter special - it's stories, interactivity, and personality. Drawing inspiration from fun cartoon shows, and striking comic book panels, we developed a striking comprehensive brand strategy that included playful logo concepts, and engaging interior graphics. Each element was carefully crafted to reflect the brand's commitment to fostering more student interest and feelings of belonging to the CNM community.
Process & Inspiration
The creative brief for 'The Scratch' was centered around crafting a newsletter that embodies the essence of community spirit. The client, Alaina and Jakob, envisioned a newsletter that celebrates the CNM students with more simplistic communication that is warm, bold, striking, short in length, and interactive with the reader. My design approach aimed to capture this vision through a mix of bold-edgy graphic styles, inviting color schemes, and charming interior elements. The newsletter needed to standout in a bold new way while still delivering a caring and personal approach that remains true to the roots of students being our story.
"The tone of voice for your brand should be conversational, caring, supportive, inspiring,
and relatable. It should feel like talking to a trusted friend or neighbor."
and relatable. It should feel like talking to a trusted friend or neighbor."
Conclusion
MCO Communications and I collaborated in the rebranding process of the student newsletter, Suncat Times. The problem was a year-by-year continuous streak of low readership. Our solution was to create a new identity for the newsletter called 'The Scratch,' that suited a modern audience and fostered community spirit. We broke away from the Suncat Times with a new visual identity system I designed, illustrated, and hand lettered, that polished off the new look and feel. Ever since the rebrand, MCO has seen the readership numbers increase which has fostered more student interest and feelings of belonging to the CNM community.