Today, organizations have a harder time building both Presence & Personality simultaneously on the online mediums. The leaders of AIESEC in Canada found themselves in the same situation. They were looking for ways to bring to their online audience a fresh new look & feeling while also respecting AIESEC International's brand guidelines.

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In this narrowed field a road opened for the organization, where the branding process flourished. Through the ideation process, the Choose Different Campaign was born. Tailored from two parts, firstly to highlight the exchange program that the organization runs and secondly to run the membership recruitment campaign with it. A two birds with one stone kind of idea.

A campaign that at its core is about having the chance to choose opportunities around the world. Customers, new recruits and members alike of the organization choosing their path for their careers. In hindsight, we have set out to develop the symbol on which the whole campaign was built around.

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After three concepts for a symbol, the final one chosen was an abstract songbird floating up-right. Showcasing the chance of someone flying to their opportunities and proudly displaying their dedication, courage and achievements. A choice that is not only reflected in the look and feel of the bird but in its use throughout the design of the campaign.

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The songbird symbol’s mission is not to be seen in the corner like a logo, rather as an enveloping visual aspect, being present throughout the campaign creating Presence & Personality.

To give room for creativity & experimentation in the production of the visuals, I have created visual templates, from multiple social media posts to print materials, for the membership to use, iterate and improve the campaign over time.

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The true heroes of the campaign were the members of AIESEC in Canada. With the start given to them from the beginning, the members could create one united marketing effort, using the templates in their arsenal.

The success of the campaign consisted of a number of factors. On one side, the engagement on social platforms and conversion rates have seen a significant increase. On the other side, the number of new members recruited in the ranks of the organization have seen an increase as well. To put the cherry on top, the campaign contributed to a healthier and more engaging organizational culture, improving the quality of the membership experience.

Overall the campaign has generated more than 70,000 page views together with more than 40,000 sign ups.

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