MASA's Rebrand
In the summer of 2021, I transitioned from the role of a Public Relations Assistant to the Director of PR for the Mexican-American Student Association at the University of Florida (MASA). My first objective as Director was to spearhead the rebranding initiative to position MASA as a leading student organization representing the modern and inclusive Mexican-American culture. The project called to work closely with executive leaders to establish new brand guidelines and a signature logo. We also worked to augment our social media strategy with knowledge branding content to further strengthen MASA’s association with the concepts of culture and community.
â–¶ 93% increase in engagement
â–¶ 172% increase in reach
â–¶ 333% increase in followers
Impact
In the month following the launch of the rebrand initiative, MASA saw significant growth in engagement, reach, and following. ​​
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Nearing the end of the academic year, MASA had experienced a 35% increase in followers in seven months.
Logo
We aimed to represent Mexico's vitality with the new MASA logo, drawing inspiration from a historical symbol of the Aztecs and the rich imagery that people are familiar with the country today.
The icon depicted is a fusion of our Gator spirit as UF students and our connection with Mexican culture and identity. It is an abstraction of the Aztec symbol Cipactli which represents the Caiman: Central and South American reptiles that belong to the same family as alligators.
The colors, typography and concept of the logo drew inspiration from the tourism branding of Mexico. Across the country, the names of cities are displayed with similar bright colors, resonating with the Mexican people and travelers alike.
Designed by: Fernanda Altamirano, Stephanie Garcia
Created by: Stephanie Garcia
Content Creation
While leading the MASA public relations team, I produced graphics, photos, and videos for the organization's Instagram, Facebook, and TikTok accounts. Beyond marketing regular MASA programming, a portion of our content was also dedicated to knowledge branding, which we referred to internally as “La Cultura'' posts. Click on the graphics below to check out our social media posts.
