Tools Used

• Wix
• Instagram
• Canva
• Adobe Photoshop

My Process
Historically, Wesleying had distinguished itself from other on-campus publications by seeking to reach readers through honesty, relatability and humor. A visual rebrand that matched this tone would help reestablish our identity and reach Wesleyan’s creative, alternative student population. Using the guiding words “indie,” “scrapbook” and “collage,” I crafted an aesthetic that made the blog feel handcrafted and approachable. 

My first priority was rebuilding the website in Wix. I preserved the original site’s iconic masthead and logo while incorporating my new visual system through custom typography, cut-and-paste graphics, and a black-and-red color palette that honored our unique identity as a Wesleyan blog. I also wanted the site to feel useful beyond individual posts, so I introduced several new sections, including a Games page, a dining-dollar calculator, and a bulletin featuring news and upcoming events. 

Rebuilding our X presence from scratch would be impractical, so I concentrated on Instagram, where Wesleying already had an established audience. I implemented a consistent posting schedule, creating an original announcement graphic for each new blog post that fit into our new aesthetic. I also used the Instagram account to spread information about upcoming fundraisers and to host fun weekly Story polls that encouraged informal interaction with the blog. 


 

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

By the time I became managing editor in the spring of 2025, Wesleying’s readership and visibility had declined. Administrative issues had resulted in the loss of several key social media accounts and the deletion of its previous website. Awareness among the student population was low, as was engagement with blog posts and Instagram content. My challenge was to rebuild the blog’s digital presence and create a recognizable brand identity that would give students a reason to return.

 

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%), bringing the account close to 2,000 followers—equivalent to ~66% of Wesleyan’s student population

*Website comparison window: August 2024–May 2025 vs. August 2025–May 2026, excluding the earlier period when the previous site was unavailable.

Reflection
This project changed how I think about the rebranding process. Instead of abandoning what already existed, I learned to identify the parts of a brand that still carried meaning and build something new around them. Preserving elements such as Wesleying’s original masthead, logo, and unique personality helped me introduce the blog to new audiences without disconnecting it from its roots.