David Holston
Creative and Marketing Strategy
Georgia Institute of Technology
Senior Director Creative and Brand Strategy
Brand Development, Content Strategy, Digital Strategy
Evolving Tech's Digital Presence
Last redesigned in 2006, Georgia Tech's web presence was ready to take the next step in its evolution; embracing new technology and new communication approaches to meet the changing needs of our audiences.
Transforming the Visual Brand
Tech had a strong and well-managed trademarks program, but it lacked a unique and identifiable look. I worked collaboratively with campus to develop a trade dress that would work across all units of the Institute.
Creating the Brand Messaging Architecture
Georgia Tech's Creating the Next brand was developed to amplify Tech’s singular value, create increased awareness and understanding of Tech's work, and bring stability and direction to one of our most valuable assets — our reputation. Working collaboratively with campus we conducted perceptual research, developed concepts, tested against our peers and implemented a messaging architecture that would provide a flexible framework for campus.
Developing the Content Strategy
Our content strategy was focused on three key areas; brand articulation, reputation growth, and content development efficiencies. By referencing audience research, and reputation studies we were able to ensure our content helped our audiences solve their problems while promoting our brand values.
Video Storytelling
At Georgia Tech we had a dedicated team of videographers in Institute Communications supporting the creative needs of our clients. In addition, the news/social media staff were trained in broadcast journalism and skilled in the use of video/still photography storytelling.
