A/PIA Students in Business: Rebrand & Social Media

Project Overview

Role: VP of Media & Brand Designer
Timeline: April 2024 – May 2025
Organization: Asian Students in Business (University of Michigan)

Overview

As Vice President of Media for Asian Students in Business (ASIB), I led a complete rebrand of the organization’s visual identity and managed its digital presence across social media platforms. My goal was to create a more cohesive, modern, and recognizable brand that reflected ASIB’s mission of connecting Asian students with professional development, community, and career opportunities.

Through visual identity redesign, content strategy, and consistent social media execution, I helped strengthen ASIB’s online presence and improve how students interacted with the organization.

The Challenge

Before the rebrand, ASIB’s social media presence lacked a consistent visual language. Posts varied widely in typography, color usage, and layout, making it difficult to establish a recognizable identity.

Additionally, as a professional organization, ASIB needed a brand that balanced two key values:

• Professionalism — representing career growth and business opportunities

• Community — creating a welcoming space for Asian students across different backgrounds

The challenge was creating a design system that felt both polished and approachable.

Goals

1. Establish a cohesive brand identity

• Create consistent visual guidelines for social media content

• Develop a recognizable style across announcements, event promotions, and member highlights

2. Increase audience engagement

• Create content that encouraged students to interact with ASIB events and opportunities

• Improve clarity and accessibility of information

3. Strengthen ASIB’s digital presence

• Build a professional but culturally meaningful identity that represented the organization’s values

Research & Brand Exploration

Before designing, I analyzed:

• Existing ASIB social media content

• Visual trends among professional student organizations

• Audience expectations for career-focused communities

I identified several opportunities:

• Improve hierarchy so important event details were easier to find

• Create repeatable templates for faster content creation

• Develop a stronger connection between ASIB’s mission and visual identity

Rebranding Process

1. Visual Identity Development

I redesigned ASIB’s visual system by creating:

• Updated color palette

• Typography guidelines

• Consistent graphic layouts

• Social media templates

• Event promotion systems

The new identity focused on combining professional aesthetics with cultural elements, creating a brand that felt modern while still representing Asian student communities.

2. Social Media Design System

To improve consistency and efficiency, I created reusable templates for:

Event Promotions

Designed clear layouts that prioritized:

• Inclusion of logo

• Event name

• Date/time/location

• Registration information

• Key takeaways

Member Spotlights

Created a more personal format to highlight:

• Member experiences

• Career journeys

• Community stories

  

Educational Content

Developed graphics around:

• Professional development resources

• Organization updates

• Career opportunities

Execution & Content Strategy

Beyond designing visuals, I managed ASIB’s social media strategy by:

• Creating 55+ graphics throughout my term

• Promoting 20+ organization events

• Collaborating with executive board members to communicate event goals

• Maintaining consistent branding across platforms

I approached social media as an extension of the ASIB experience — ensuring that students could understand the organization’s values before attending events.

Impact

Through the rebrand and updated content strategy:

• Increased follower growth by 10%

• Increased engagement by 15%

• Created a stronger and more recognizable digital identity

• Improved consistency across ASIB’s online presence

Reflection

This project helped me understand that branding goes beyond creating visually appealing graphics. A successful identity system needs to communicate an organization’s purpose, connect with its audience, and create consistency across every interaction.

As VP of Media, I learned how design can support community-building by making opportunities more approachable and helping students feel connected to the organization before they ever attend an event.