USCBookstore Rebrand

Project Overview

The USC Bookstore has had trouble for years connecting with USC students, the campus, alumni, and USC fans as a whole. Even though they’re right in the middle of campus, the USCBookstore has had trouble establishing itself as the main source of all USC apparel and merch. The lack of brand affinity and awareness has caused the business and sales to stall.

I led the USC Bookstore rebranding effort and guided our marketing/creative team through various branding exercises to solidify our brand position, social strategy, visual identity, personality and tone, and customer/user shopping experience. This has resulted in increase in sales, email click-rates, website traffic, and social engagement, a website redesign initiative, an ambassador/influencer program, in-person activations, and an increase in brand awareness and affinity.

Brand Affinity

In order to elevate our brand awareness and affinity, I implemented the following:

Revamped social media strategy and visual identity standards
Fostered more collaboration with other departments on campus (Athletics, art and fashion schools/programs, student fashion clubs, etc)
More in-person activations to increase traffic in the store

Visual Identity

In order to elevate our visual identity and brand, I implemented the following:

New brand style guide with USC Bookstore to dictate new design and creative standards across social media, in-store signage, marketing assets, and more
Emphasis of lifestyle photography over product image graphics to make our content more approachable and relatable
Website redesign for better user experience and story telling opportunities

Social Strategy

In order to elevate our presence on social media, I implemented the following:

Built out a social media voice/personal for consistent tone and language
Emphasis of lifestyle photography over product image graphics to make our content more approachable and relatable
Emphasis on video content for more storytelling opportunities
Emphasis on engaging social media content (i.e. creating/designing for the platform)
Creation of the USC Bookstore’s fashion-focused IG account “USCBKS.style” to build a USC apparel/fashion community beyond our campus, students, and alumni
Started process of tagging our products on IG and building IG Shop for additional revenue generating opportunities
Creation of our TikTok account
Creation of an ambassador/influencer program