Flight 10 of 10Samford Outdoor Adventure ClubBirmingham, Alabama
A club’s audience, built from a blank page.
An identity and an audience built from nothing for a new campus club.
Overview
Starting from nothing at all
The Samford Outdoor Adventure Club started with no brand, no audience, and no photos. New clubs on a busy campus compete for attention with every other organization, and many never become more than a name on a list. The project built the identity and the audience together, from the first mark to 44 posts in one consistent voice, until a brand new club was a name people knew on campus.
Challenge
No brand, no audience, no photos
Most brand work starts from something: a logo, a following, a library of images. This started from none of them. Without photos there was nothing to show, and without an audience there was no one to show it to. The challenge was clear: build an identity and a following at the same time, so each could help the other grow instead of waiting for the other to exist first.
Project plan
Identity and audience, side by side
Before designing anything, we decided the identity and the audience would grow together. We built the identity from scratch with the feed in mind, so it would work in the place students would first meet it. The content plan set one consistent voice and a rhythm of posts that could be sustained from a standing start, with every post giving students a reason to follow and a reason to come along.
Execution
44 posts in one voice
With the plan set, we built the identity and put it straight to work. Across 44 feed posts, the club’s voice stayed consistent from the first to the last, so each one added to a recognizable whole rather than starting over. The content plan kept the posting steady and the look unmistakable, and the campus audience grew with every post because each one looked and sounded like the same club.
Results
More than 350 followers from zero
The club grew from no audience to more than 350 followers, built entirely on the identity and the 44 posts behind it. Beyond the number, the club came away with an identity it can keep using, a content plan its members can continue, and a voice students recognize. Most importantly, a brand new club became a name people knew on campus, which is the hardest thing for any new organization to earn.