Corporation Universitaria Americana is a university located in Barranquilla, Medellin and Monteria, with 3 national campuses and more than 11,000 students nationwide in 2021. This year they turn 15 years old since their creation and they plan to update their brand: redesign their logo and relaunch their new image at a local event. Most of the students on campus are between 17-22 years old, single and do not work. The most popular courses are Law, Management and Accounting and 65% of their students are women. They offer on-site, virtual and distance courses. They currently have a digital presence through a portal/umbrella website that distributes you to several internal websites depending on interest and campuses. In its official color scheme, royal blue and gold are part of the customer's top of mind. They are recognized by these colors. The challenge: Rebranding a well-established and recognized educational institution in its field requires careful handling. The plan includes redeveloping the corporate image, logo and visual communication, as well as launching a new commercial and institutional video based on the new concept created. Updates are needed for digital products in general, including websites, apps, and social media platforms.
