As a part of the USQ Brand Experience project, I had the opportunity to lead the visual branding direction for the university's corporate Instagram and Facebook accounts. My responsibilities included conducting a thorough analysis of the channels to understand the audience demographics and the content being promoted. Based on this information, I developed a visual strategy that introduced consistency to the channels while providing flexibility for post types that would continue to deliver expected content to the audiences.
To streamline the design process and ensure all posts adhered to the overarching visual brand guidelines, I created templates for each channel. This move to regular styles also enabled expanded data analysis, allowing for comparison of post performance in terms of style and content, and informing future strategic decisions that take into account both social engagement and visual considerations.
The new channel direction received positive feedback from the USQ student and staff communities through social comments, and also resulted in an increase in post click-through rates across the 211,335 total social channel connections as users became more familiar with the post styles.
