A Unified Approach to Student Success
and Alumni Advocacy
Bridging the Gap
Portland State University faced two distinct engagement hurdles: an e-portfolio tool that students were struggling to embrace, and a need for a modern, centralized digital hub for their global alumni network. We were asked to analyze the student adoption barriers and create a cohesive brand identity for both platforms that would resonate throughout the entire student-to-alumni lifecycle.
Creating The “Lifecycle” Ecosystem
Rather than treating these as separate IT projects, we approached them as brand-building opportunities. By focusing on the value of a student’s “journey,” we developed naming and visual identities that connected their academic work (e-portfolio) with their professional future (alumni network).
Project 1: The Student E-Portfolio (Passport)
- The Analysis: Conducted a deep-dive audit to identify why previous e-portfolio attempts failed to connect with the student body.
- The Solution: Re-introduced the tool under a new, aspirational identity: Passport.
- The Branding: Developed the "Shape. Share. Grow." messaging framework to shift the perception of the tool from a "requirement" to a "professional launchpad."
Project 2: The Alumni Hub ("Alumni Net")
- The Vision: Designed and developed a digital home where the PSU journey continues.
- Strategic Integration: Positioned the site as the primary resource for career networking, event calendars, and institutional news.
- The Result: Created a "virtuous circle" where student achievements captured in their "Passport" eventually fed into the professional success showcased on "Alumni Net."
