After working a year on a local level in Munich in 2016 I got promoted into the National Team of the organization as a Social Media Manager. It soon became very evident to me that the content which was produced by my predecessors was not performing as well as they could and that the visuals were unattractive for the audience we were aiming for.
However, due to restrictions in the Branding Guideline, it was not as easy as assumed to make changes to the branding. Not willing to give up I after a few days of studying the Branding Guideline, I managed to find loopholes to set my plan into action. In the following, you will find a selection of the work and rebranding I did during my time with AIESEC.
Before(Letter A in front of Blue background )
After (Letter A with a picture of a young woman)
If you have never heard anything about AIESEC before the original variant with the simple Letter A in front of the blue background simply does not recall any emotions nor association.
With my approach, I decided to go for a visually clear design but also to ensure that a clear emotion is conveyed.
With great success to this date, the rebranding is still one the best performing series of posts in the history of their social media channel.
We also managed to grow within a year from 57k likes to a 100k.
Cover Designs for AIESEC in Germany
Selection of Posts for AIESEC in Germany
While the new visuals were performing better we furthermore were researching ways into boosting audience engagement while showcasing a wide arrange of projects we could offer. With the series “Would you rather” we were able to do so
Working with Companies on Post
After 1 year I got the chance to apply on an international within the organization. Thanks to my work I was able to get accepted. From 2017 to 2018 I was then able to take the lessons I learned during my time as a social media manager for Germany for the Department LinkedIn within AIESEC International.