Zeta Tau Alpha
maintaining brand standards every day
ZTA went through the rebrand process right before I started my role. Since then, I’ve had a deep sense of responsibility for maintaining the brand.
Of course, the brand and graphic trends have evolved over the years and we have worked to keep our brand relevant to collegians and alumnae alike.
In my day-to-day role, I oversee graphic designers, video animations and a social media manager to make sure everything that comes from a digital ZTA channel is on brand.
This includes:
Social media captions and images for all posts
Graphics for emails and social media posts
Video production, including scripts, voiceover, music and visuals (clips and/or animations)
Proofreading all email content to ensure it matches the ZTA Style Guide and is in the correct voice
Beyond digital assets, I also review the quarterly magazine for design and verbiage prior to it going to print and am often asked for input on other print materials for mailers and in-person events.
I describe ZTA’s brand as:
Clean, feminine, trendy design, with lots of turquoise (our signature color)
Helpful, kind, approachable and witty voice
Values-based and rooted in ZTA’s Creed and Nine Key Values
Brand training
As a trusted brand advocate, I also train our stakeholders on the ZTA brand. This includes training around 20 staff members and more than 200 chapter leaders each year. The goal is to share best practices for the brand and teach them how they can create a more localized version of the brand for their chapters.
