HIGH SCHOOL FULL REBRAND FOR DIGITAL CHANNELS

After the pandemic, companies and organizations as schools had to change all their communication channels improving social media as one of the most important ways to connect with their users, clients, and in this case: students. In this case, I worked with Prepa Tec, the high school part of the Tecnologico de Monterrey.

But, what about a high school that needs to communicate with a Gen Z audience? The visuals and mood had to be interesting, innovative, modern, and differentiable. Remember, this audience is on all day interacting in social media, bombed for a lot of advertising and content, and with the power to skip your posts if they are not interesting enough.

My challenge

"Prepa Tec is part of the Tecnológico de Monterrey University, one of the most important universities in America and the most important in Mexico, their visuals have to be serious, following their institutional brand lines, so the biggest challenge was to find a way to purpose something modern and vibrant but keeping the seriousness.”

Directives from Prepa Tec were tuff in their decisions, most of them were people with almost 30 years working for the institution and were not convinced to have this kind of change in the brand. Our challenge was to show them the new era of digital communication and how you can have the best way to connect with the students.

Our audience is Gen Z: digital natives

I made a lot of explorations, marketing analysis, and research to have all the necessary to create a branding that expresses what this audience wants to see: real colors inspired in the brand palette but showing more variants and texture, editorial typography mixed with an oldie 80's look-a-like font that express diversity and modernism in a funny way, lights and natural textures inspired in an old film, paper and spray painting, and outlined square modules to layout all the post. The result was editorial/vintage in-purpose visuals.

“It's kind of ironic to find that the new generations love the aesthetic vintage visuals, and how this trend is happening all around the world.”

Check this project on my Behance!