Client: Smooth Progressions, an all-male A Cappella group at Elon University.

Goal: As the Public Relations Chair, my objective was to enhance the group's visibility both on campus and online. This involved modernizing an outdated brand to better promote the group.

Approach:

1. Logo Redesign: My initial focus was the logo. I retained the original vinyl record theme, refining it for a contemporary appeal. The typography was chosen to echo the lines of a vinyl record while maintaining a clean, aesthetic impression. The background retained the record motif, updated with a blue color reflective of our primary brand identity.
2. Brand Assets: I subsequently developed various assets including banners, signage, and a website. These were all aligned with a brand guide I formulated to ensure brand consistency beyond my tenure.
3. Merchandising: As my role evolved, I expanded into merchandise, producing items like hoodies, t-shirts, and jackets to further promote our brand.

Result: This comprehensive branding overhaul, complete with merchandise and an updated website, achieved a 23% rise in merchandise sales, a 79% surge in website traffic, and established a distinctive brand identity that will influence the future of Smooth Progressions A Cappella.