Association of College & University Housing Officers – International

Transforming Campus Housing: ACUHO-I’s Dynamic Brand Evolution.

Objective:

ACUHO-I, the leading association for campus housing and residence life professionals, looked to attract and engage with more professionals at various career stages. The goal was to create an inclusive, forward-thinking brand identity that encapsulated the association’s core mission: making campus home.

Strategy:

The first step was reimagining ACUHO-I’s annual conference, evolving it into Campus Home. LIVE! The creative direction and implementation of this dynamic event served as the launchpad to re-envision ACUHO-I’s other professional development opportunities, from multi-day topic specific conference to half-day symposiums. Each series was given a unique visual and messaging system, all connected back to the vibrant essence of Campus Home. LIVE! The pinnacle of this brand evolution was a complete restructuring and reimaging of the association’s website for an end-to-end cohesive brand experience.

Tactics:

Over 12 months, Mekanic collaborated with ACUHO-I to implement the new brand identity across all touchpoints and platforms, encompassing each professional development series, the Foundation, and Awards. This included email campaigns, social media strategies, and the redesigned and rebuilt website. This comprehensive approach ensured a consistent and engaging brand experience.

Outcome:

The result was a future-oriented brand that serves as a rallying point for campus housing and residence life professionals at any career stage. ACUHO-I’s refreshed brand reinforces its role as a trusted resource, meeting professionals where they are in their career journey. This brand evolution not only enhances ACUHO-I’s visibility and credibility but also positively impacts the entire industry by fostering a supportive and dynamic professional community dedicated to excellence in campus housing and residence life.