American University of Beirut - Knowledge 2 Policy Center "K2P"
Boosting K2P’s Collaborative Momentum Through A Cohesive Branding & An Engaging Social Presence
Challenge
The Knowledge to Policy (K2P) Center is one of three centers of research, practice, and policy founded by the Faculty of Health Sciences (FHS) at the American University of Beirut (AUB) representing a 360° system-network approach to shaping public health and social policies in Lebanon and the region.
K2P approached Blue Hat with a vision to establish their digital presence as the leading hub for collective problem solving, and to build an engaged community committed to addressing complex challenges and driving progress towards improving health and social outcomes.
Intervention
Our team of strategists began by creating a brand page that captured K2P's brand personality, style, mission, vision, values, and target audience. This formed the foundation for developing a digital communication toolkit. We also segmented their digital channels and identified key communication themes to ensure a consistent online presence across various channels that engage their target audience.
After that, we delved into crafting a distinct tone of voice for K2P, aimed at establishing a warm and approachable persona, while maintaining a sense of credibility and seriousness. This carefully curated tone allows K2P to engage in trustworthy conversations, delivering vital information in a clear, factual manner. By striking the perfect balance between friendliness and professionalism, we ensured K2P's messaging resonates with its diverse audience, fostering a connection that encourages collaboration and meaningful engagement.
In parallel, our design team focused on enhancing K2P's brand identity, including its subprograms (K2Parliament, K2P Youth, and the Podcast), as well as seven other products under the K2P umbrella. The objective was to create a cohesive, visually appealing, and standardized look across all their offerings.
Results
The design team successfully implemented a color coding system to differentiate each program and subproduct based on a specific logic. The primary color palette reflects optimism, rejuvenation, empowerment, and intellectuality. For K2Parliament, we chose a mature and credible blue; for K2P Youth, an optimistic and intellectual orange; and for the K2P Podcast, a red to evoke urgency and action. In addition to color coding, we developed various shapes to further distinguish the subproducts. We also designed branding collaterals including stationery, catalogs, digital templates, and also some office elements.
Furthermore, we designed social media templates aligned with the proposed themes. The overall aesthetic emphasizes photography with patterns and color coding to differentiate programs, minimal text usage, and usage of casual tones in reels.
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