Revitalizing Heritage – The University of Pittsburgh African American Alumni Council’s Brand Transformation
SERVICES
Background
Empowering Alumni: The AAAC's Role at the University of Pittsburgh
The University of Pittsburgh’s African American Alumni Council (AAAC) plays a pivotal role in fostering connections and celebrating the achievements of African American alumni. With an impressive history of supporting educational and cultural initiatives, the AAAC has become an essential component of the alumni network, promoting the diverse heritage and accomplishments of its members. In recent years, the AAAC recognized the need to revitalize its brand to enhance its visibility and relevance among both new graduates and long-standing alumni. The goal was not only to celebrate but to energize and engage the African American community at the University of Pittsburgh more effectively.
Challenge
Symbols of Identity: Crafting a New Legacy for the AAAC
The challenge was multifaceted. The AAAC needed a new brand identity that would:
- Resonate with the African American Community: The branding had to appeal to a wide range of alumni, capturing the essence of the African American experience at the University of Pittsburgh.
- Foster a Feeling of Inclusiveness: It was critical that the new branding evoke a sense of community and belonging, making alumni feel an integral part of the university’s past, present, and future.
- Incorporate University Colors and Symbolism: The rebranding needed to align with the university’s broader branding strategy by incorporating its official colors. Additionally, the inclusion of the Sankofa bird, a symbol of importance in African culture meaning “go back and get it” (learn from the past), was essential to highlight the heritage and resilience of the African American community.
Our Approach
From Insights to Implementation: Crafting AAAC's Brand Refresh
At McKee Place, our approach was comprehensive and tailored to meet these challenges:
Collaborative Development:
We engaged in extensive consultations with AAAC leaders, university branding experts, and alumni to ensure the new branding would be enthusiastically received and embraced by all stakeholders.
Strategic Design
Cohesive Brand Materials
We extended the new branding to a variety of materials, including a program booklet for the homecoming event, digital marketing materials, and promotional merchandise, ensuring a consistent and engaging brand experience across all touchpoints.
The results
Revitalized Connections: The Impact of AAAC’s New Brand
The launch of the new branding was met with enthusiastic approval. It effectively resonated with the diverse audience it was intended to connect with—sparking renewed interest and participation among the African American alumni. Feedback highlighted that the new brand identity was not only visually appealing but also emotionally engaging, reflecting a genuine understanding and celebration of the African American journey at the University of Pittsburgh.
The success of the rebranding has been profound. It has been adopted as a key element of an integrated marketing and capital campaign aimed at enhancing connections not just with alumni, but also with current students. The campaign has helped to elevate the visibility of the AAAC, boosting its role in university events and increasing its impact on student recruitment and community relations.
The rebranding of the AAAC was launched during the university’s annual homecoming weekend, receiving widespread acclaim from the community.
- Positive Reception: The new branding was met with enthusiastic approval from alumni and students, who felt that it authentically represented the African American experience at Pitt while also tying in beautifully with the university’s broader identity.
- Increased Engagement: Following the launch, there was a noticeable increase in engagement from alumni, reflected in higher attendance at events and more active participation in mentoring programs. The new brand identity also sparked renewed interest among current students, who expressed a deeper connection with the AAAC’s mission.
- Integration into Marketing Campaigns: The success of the branding led to its incorporation into an integrated marketing and capital campaign aimed at connecting not just with alumni but also with current and prospective students. This campaign has been pivotal in increasing the visibility of the AAAC and reinforcing its impact on the university’s community.
- A Benchmark for Inclusivity: The project has set a new standard for how universities can approach branding in a way that honors diversity and fosters inclusivity. It stands as a testament to the power of thoughtful branding that respects cultural heritage while promoting unity and progress.
Conclusion
Reflecting on Success: The Lasting Impact of AAAC’s Rebranding
The collaboration between McKee Place and the University of Pittsburgh’s African American Alumni Council demonstrates the power of thoughtful, inclusive branding. By aligning with the university’s established identity and incorporating significant cultural elements, we created a dynamic, engaging brand experience that has reinvigorated the AAAC community and strengthened ties across generations of alumni.
Shape Your Future with McKee Place: Transforming Heritage into Dynamic Brand Identities
Partner with us to leverage our expertise in driving real results through strategic marketing. Contact us today, and let’s discuss how we can support your goals and create lasting positive change in your community.
