Green Envy
Tulane University’s Premiere A Cappella Group
The Problem
Green Envy A Cappella is a collegiate singing group at Tulane University. Despite Pitch Perfect’s stellar reputation, college a cappella isn’t the coolest of activities. How can Green Envy market itself to freshman auditionees while making its group of “a cappella kids” look professional, talented, and as normal as possible?
The Solution
Treating Green Envy’s branding more like a band, and less like a stereotypical a cappella group was the first step in increasing the group’s “cool factor.” Emphasizing content surrounding relationships between members, group outings, behind-the-scenes content, and memes using flowing, trendy fonts and an updated color palette successfully overhauled Green Envy’s digital identity.
Inspiration & Ideation
The Insight
Green Envy travels to a log cabin in Bogalusa, Louisiana, each year for its bonding retreat. Photos from their travels inform the new flowing, cozy, blue-green brand design. Using cooler-toned colors gives the group a more serious feel, while the chunky and trendy font (Dilofa) brings an appropriate level of playfulness for a college group.
