Tuskegee University is a private, historically black university (HBCU) in Tuskegee Alabama. As part of initiatives to strengthen its offerings, the university hired MMD to help brand and promote their new alumni platform: Golden Tiger Network. The Golden Tiger Network (GTN) is the university’s latest iteration of their alumni network and giving platform. After a considerable amount of research and feedback, Tuskegee University reframed their alumni engagement and created a new platform that takes into account everything their alumni base had been requesting: easier access to donation tools; better communication options for new and existing alumni;  opportunities for connecting, networking and mentorships, and much more.

MMD was asked to develop a brand identity for the new alumni platform and design print and digital assets for a variety of key marketing and communications objectives. As a sub-brand, The Golden Tiger Network (GTN) brand identity had to follow and complement the university’s existing brand standards. To achieve a cohesive look, MMD adhered to the institution's main palette, red and yellow, while implementing some additional complementary tones to help give the sub-brand its own voice. The GTN logo was inspired by the university mascot and the alumni platform's ultimate goal: connection. The result is an evocative “tiger stripe” symbol that alludes to interconnectedness and empowerment, and respects tradition by emulating the original logo’s layout.

In addition to preparing the foundation for the Golden Tiger Network, MMD was asked to collaborate actively with the university’s communications department to prepare a messaging and roll-out plan for the platform. Key, powerful messages were combined with engaging photography and graphics to engage the audience and create excitement for the new platform. From website banners to email headers to social media graphics, each asset was designed to reinforce the idea of connection, solidarity, and communication, and was scheduled to go public in specific time frames to adhere to the institution's key milestone deadlines.

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