Branding

Wesleying

In a Nutshell
Led rebranding campaign for independent campus blog, refreshing website and social media presence to increase student engagement.

The Challenge
Wesleying is Wesleyan University’s independent student blog. Throughout the 2010s, it was widely read and played an important role in campus life. 

By the time I became managing editor in spring 2025, Wesleying’s readership had declined. Student awareness was low, as was engagement with blog posts and social media content. I decided to rebuild the blog’s digital presence and create a recognizable brand identity that would give readers a reason to return.

My Process
Historically, Wesleying had distinguished itself through relatability and humor. A visual rebrand matching this tone would help us reach Wesleyan’s creative student population. Using the guiding words “indie,” “scrapbook” and “collage,” I created an aesthetic that felt handcrafted and approachable. 

Working in Wix, I preserved the original blog’s masthead and logo while incorporating custom typography, cut-and-paste graphics, and a color scheme that honored our Wesleyan identity. I added new sections, including a Games page, a dining-dollar calculator, and a bulletin for blog news.

My social media efforts focused on Instagram, where Wesleying had an established audience. I implemented a consistent posting schedule, with original Canva graphics for each new blog post. I advertised fundraisers and hosted weekly polls that encouraged informal interaction with the blog. 

Results

• Successfully redesigned website, increasing viewer engagement by 91%, comments by 444% and post likes by 30%*
• Grew Instagram following by approximately 300 followers (~16%), nearing 2,000 follower mark (~66% of student population)

*Comparison window: August 2024–May 2025 vs. August 2025–May 2026, excluding earlier period when site was unavailable

Reflection
This project changed how I approach the rebranding process. Instead of abandoning what existed, I identified the parts of Wesleying’s brand that still carried meaning and used them to build something new. Preserving the blog’s original masthead, logo and unique personality helped me introduce it to new audiences without disconnecting it from its roots.