Spring 2018

We were introduced to the UConn Recovery Center or URC, an organization categorized under Mental Health Services focused on offering a space and support for students on their path of recovery. They came to ATION focused on solving their problem of “brand awareness”. They had a small following on social media and were unable to find a brand that can speak to students who might be potential members who can benefit from their services. Following that meeting, we focused on three major areas: developing a sound brand strategy, expanding their presence on social media, and reorganizing their website. Before we began this process, the URC wanted to make sure their current student body was involved with the creative process and made sure their work was represented properly.

We began work on developing a brand style guide that offered a clear sense of direction for future branding of the URC. This covered proper colors and fonts to use for web content versus print content, examples of social media content, a brand message, a refurbished logo and how to use it in proper content.

After gaining approval for the brand style guide, we then began work on social media content to help diversify the URC content strategy with the main message of “healing” and “the road to recovery” being the focus for the content. We decided to have content ranging from “Ways of Healing” to inspirational quotes to “Famous Faces of Recovery” to “Thoughtful Thursdays” to allow for a multifaceted content strategy, as well as launching an Instagram channel for the URC to increase their presence. Outside of static photo content, we also created a short kinetic typography video that conveys the message and work of the URC in a new light.

Finally, we began work on modifying the website of the URC to be more streamlined and organized. While much of the site’s elements stayed the same, the site is more focused on getting the user the information that they need. While taking in the needs of the students in the URC and the client, we were able to create a product that puts this organization in a great position to spread their message on social media.

Project Team
Matt Barry
Ariff Jeff
Kaity Seman
Sophia Valentin