Strengthening Brand Awareness For SCSU STEM-IL

The Challenge

Southern Connecticut State University’s Office of STEM Innovation and Leadership (STEM-IL) sought to enhance its brand perception on campus. The initiative aimed to advance innovative research, scholarship, creative activity, and entrepreneurial initiatives. However, varying perceptions among stakeholders hindered their effectiveness.

The Approach

We initiated a comprehensive brand discovery phase, beginning with surveys and focus groups with diverse graduate and undergraduate students and faculty and staff.

Key Findings:

Audience Perception: Graduate and undergraduate students held a more favorable view of STEM-IL compared to other groups.
Faculty Concerns: Faculty members expressed feelings of exclusion from initiatives.
Student Feedback: Students indicated a need for improved discoverability and a more welcoming atmosphere.

Based on these insights, we recommended several strategic actions:

Align External Partnerships: Foster relationships that enhance the visibility and impact of STEM-IL.
Promote Internal Collaboration: Encourage teamwork among departments and faculty to create a more inclusive environment.
Diversify Communication Channels: Utilize various platforms to reach and engage different audiences effectively.

During the design phase, we evolved the brand identity and developed:

Brand Language: Crafted clear and compelling messaging to resonate with various stakeholders
Tagline Options: Created memorable taglines that encapsulate the mission and vision of STEM-IL.
Messaging Guidelines: Provided a framework for tailored communication across different channels.

The Impact

The rebranding efforts have successfully elevated the perception of SCSU STEM-IL among stakeholders. By aligning external partnerships and fostering internal collaboration, the office has become more inclusive and approachable. The new brand identity, language, and guidelines have strengthened their presence on campus, making STEM-IL more discoverable and engaging.