Development of Brand Identity for an Alumni Organization – KLDAA

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Overview

Project Title:
Development of Brand Identity for an Alumni Organization – KLDAA

Project Type:
Organization Project

Tools Used:
Canva • Adobe Photoshop

Role:
Designer · Brand Strategist · Organization Secretary

Responsibilities:

Led the revision and finalization of the Constitution and By-Laws (CBL)
Developed the organization’s brand strategy and positioning
Created and presented the official branding proposal
Designed the official KLDAA logo
Defined the brand mission, vision, values, and messaging framework
Established the organization’s visual identity system
Designed official uniform layouts (Polo Shirt and Jacket)
Designed the official Facebook Cover
Established and launched the official KLDAA Facebook Page
Presented branding recommendations to the Executive Board

The Problem

The Kolehiyo ng Lungsod ng Dasmariñas Alumni Association was operating under its second term of leadership after the first administration, elected in September 2023, became largely inactive.

Although the previous officers had produced an initial Constitution and By-Laws (CBL) document and a logo concept, several organizational gaps remained:

The Constitution and By-Laws required significant revisions and updates.
The original logo existed only as an image embedded within the CBL document.
No editable, JPG, PNG, or official source files were turned over to the new administration.
The association lacked a defined brand identity, visual standards, and communication framework.
There was no established social media presence or unified visual representation for alumni engagement.

As the elected Secretary of KLDAA, I recognized the need to establish a professional and sustainable brand identity that would strengthen organizational credibility, alumni engagement, and institutional recognition.

The Analysis

The project began with the revision of the organization’s Constitution and By-Laws (CBL), which provided an opportunity to understand the association beyond its administrative structure and uncover the values that should define its identity.

Through discussions with the Executive Board and a review of the Association’s objectives, I identified a recurring challenge: while the organization had a governing document and a logo concept, it lacked a clear brand foundation that members could rally behind.

I analyzed the Association’s purpose, goals, and future aspirations to determine what the brand should represent.

Key Brand Insights

Alumni Connection

The Association exists to maintain a lifelong relationship between graduates and the University. The brand needed to reinforce the idea that alumni remain connected regardless of profession, generation, or location.

Growth and Lifelong Learning

The University’s mission extends beyond graduation. The brand needed to reflect continuous personal and professional development.

Institutional Pride

As the official alumni association, the visual identity needed to embody credibility, professionalism, and a strong connection to Kolehiyo ng Lungsod ng Dasmariñas.

From these findings, I established five brand pillars that would guide both the messaging and visual identity:

Knowledge
Leadership
Unity
Service
Growth

Concept Exploration

With the brand pillars defined, I explored visual elements that could translate the Association’s purpose into a meaningful and timeless identity.

Circular Seal

I selected a circular structure to symbolize continuity, belonging, and the lifelong bond among alumni. The shape reinforces the idea that graduates remain part of a single community regardless of where life takes them.

Greek Key (Meander) Pattern

The Greek key pattern was introduced to represent knowledge, wisdom, and perseverance. Its continuous form reflects lifelong learning and the enduring pursuit of excellence.

Human Figures in Motion

The three abstract figures represent the relationship among Alumni, Students, and the KLD Community. Their upward movement symbolizes leadership, collaboration, progress, and collective achievement.

Book and Graduation Cap

The combination of the book and graduation cap was explored as a central academic symbol representing knowledge transformed into achievement. It reinforces the University’s role in shaping future leaders and professionals.

Color Strategy Analysis

Color selection was approached strategically to reflect both institutional heritage and future growth.

Dark Green

Chosen to communicate integrity, commitment, reliability, and institutional pride.

Gold Gradient

Selected to represent achievement, honor, legacy, and the value of education.

Growth Green Spectrum

Introduced to symbolize progress, leadership, innovation, and the evolving role of alumni within society.

These elements collectively formed a visual system capable of representing the Association’s mission while remaining adaptable for future initiatives and applications.

The Strategy

Rather than creating only a logo, my objective was to build a complete brand foundation that would provide long-term direction for the Association.

The strategy focused on transforming KLDAA from an organization with limited visual assets into a recognizable alumni community with a clear identity, voice, and purpose.

Defining the Brand Narrative

I developed a brand narrative centered on the idea that alumni are shaped by their academic roots but united through a shared responsibility to contribute to the University’s growth and the success of future generations.

This narrative became the basis for all messaging and visual decisions.

Establishing Brand Positioning

I positioned KLDAA as more than an alumni network.

The Association would be represented as a community of leaders, professionals, and advocates who remain actively connected to their alma mater through service, collaboration, and mentorship.

This positioning helped differentiate the organization from traditional alumni groups that focus solely on reunions and networking.

Creating a Consistent Messaging Framework

To ensure consistency across future communications, I developed:

Brand Tagline
Mission Statement
Vision Statement
Core Values Framework
Brand Statement

These components established a unified voice that could be used across official documents, events, social media platforms, and future campaigns.

Building a Memorable Values System

To improve internal alignment and member engagement, I developed the A.L.U.M.N.I. Core Values Framework:

Accountability
Leadership
Unity
Meaningful Service
Nurturing Growth
Integrity

This transformed the Association’s values into a memorable identity that members could easily understand and embody.

Designing for Scalability

The visual identity was intentionally designed to function across multiple touchpoints, including:

Official documents
Social media platforms
Organizational uniforms
Event materials
Future marketing campaigns
Alumni engagement initiatives

This ensured the brand could grow alongside the organization while maintaining consistency and recognition.

The result was a branding strategy that aligned governance, communication, and visual identity into a single cohesive system that supports the Association’s long-term vision.

The Solution

Official Logo Design

Following the completion of the revised CBL, I designed a new official logo and presented it to the Executive Board as part of the branding proposal.

The logo was approved immediately without requiring any revisions, demonstrating strong alignment between the proposed identity and the organization’s vision.

Old Logo

New Logo

Uniform Design System

Following logo approval, I extended the visual identity into wearable brand assets by designing:

Official Polo Shirt

A professional uniform intended for official meetings, university events, and organizational activities.

Official Jacket

A more versatile apparel design that strengthens brand visibility while promoting organizational pride among members.

The Results

The updated CBL provided a stronger governance framework and clearer organizational direction.
The logo and branding strategy were approved by the Executive Board without revisions, demonstrating strong stakeholder alignment and confidence in the proposed identity.
KLDAA gained its first fully documented and strategically developed visual identity system.
The association now possesses official logo files, uniforms, social media assets, and visual branding standards for future use.
The new identity improved consistency across communications, events, and public-facing materials.
The branding framework established a stronger foundation for alumni participation, community building, and long-term organizational growth.

Project Impact

This project transformed KLDAA from an organization with fragmented branding and limited visual assets into a professionally branded alumni association with a clear identity, strategic direction, and unified visual presence.

By leading both the governance revision process and the branding initiative, I was able to bridge organizational objectives with design strategy—creating a brand that reflects the values, aspirations, and collective identity of the Kolehiyo ng Lungsod ng Dasmariñas alumni community.

Alumni Association -Brand Identity -Brand Strategy -Graphic Design -Logo Design -Organizational Branding -Rebranding -Visual Identity