Problem

Virginia Tech Chi Alpha (VTXA) needed a distinct identity apart from the national Chi Alpha brand. Students had problems distinguishing national from local events.

Objective

Rebrand VTXA in a way that represents the unique identity of both Chi Alpha and Virginia Tech students. Rebrand must be long lasting and timeless to span several generations.

Process and Solution

Research effective college brands with a team of design students involved in VTXA. Use the experience and opinions of VTXA students to shape the developing brand.

VTXA combines the hope of a sunrise with the unique Appalachian location of Virginia Tech. Colors tie the brand back to VT and create a stand-out for on campus events.

Print and Merch Design

A principle function of VTXA brand is the events that they host. Several times a week, student events are hosted on campus. Besides the function of the event, each event is central to visual marketing for the organization, and students will wear unified shirts or merchandise (merch) to promote VTXA.

For the past 7-8 years, the main Virginia Tech Chi Alpha t-shirt has remained the same, hosting event specific merch that abides by branding guidelines. Today, students can search online to buy a brand specific t-shirt. Above is a photo from 2018 with a student wearing the shirt in blue.

Social Media

Over the past 8 years, VTXA’s social media presence has expanded and developed, but the roots of visual identity have remained. You can see branded colors, fonts, and logos apparent in all types of VTXA content throughout the last few years, showing the timelessness of the brand.

The following videos are produced 6 years apart, two separate generations of students unified by a solid brand and visual identity.

Results

After 5 years, the visual identity of Virginia Tech Chi Alpha is still strong. Developing alongside new students and changing trends, the framework established is still strong.

Conclusions

A functional and foundational brand can be adapted to a fast changing organization while still leaving room for trends, changes, and new designers to build upon it.