Similar but different: How University College Cork created a brand identity for Alumni and Development (and brand value for the wider university)

This paper analyses how University College Cork successfully created a unique and vibrant brand identity for their Alumni and Development office while simultaneously creating value for the overall brand of the university. It reviews the challenges that exist for many higher education marketing teams in complying with overall university brand guidelines, yet successfully creating an alumni and development brand identity to meet the needs and wants of their target audience. The ‘Connecting You’ visual identity innovatively uses the key motif to connect alumni back to their alma mater on both a metaphorical and literal level. Drawing upon University College Cork's experience in creating a meaningful visual identity from the ground up, the data-driven research, traditions and components for success will be identified. You will be taken on a creative journey outlining the steps taken to develop a new vibrant alumni and development brand identity — focusing on the power of symbols, effective storytelling, compelling multi-media content and emotive design that evokes a sense of connection and opportunity with the university.