ReBranding: Peer Mentoring Program

Creative Brief Client: Guttman Community College The Peer Mentoring Program at Stella and Charles Guttman Community College is a cornerstone initiative designed to support new students. The program is organized into three key areas: Admissions & Access, Academic Success, and Leadership & Service, each catering to different aspects of student engagement and support. Peer mentors work closely with staff and faculty to enhance classroom experiences and provide additional support for extracurricular activities. Challenge: Despite offering a wide range of services with 50 peer mentors, many students are unaware of the program's existence and its benefits for personal, academic, and administrative support. Opportunity: As a relatively new institution, Guttman Community College has ample space to promote awareness and re-position the Peer Mentoring Program brand. We propose a series of print ad campaigns targeting the student population, each with a unique message highlighting different services and addressing common student issues. This approach aims to increase program visibility and demonstrate the positive impact of peer mentorship on student life.

The conceptual background

The design of the compass is a symbol of guidance to represent the role of a peer mentor in the program. As peer mentors, approach is just as important before the developing of a connection between a mentor and a student, and the logo should reflect that same friendly approach without a second thought of it being viewed as “unwelcoming” or “generic”. The choice of color is linked with the colors of the Guttman Community College logo. The color palette of the Guttman logo include swatches of blue shades, orange, and yellow. The peer mentoring program is the foundation of this college and the reason for providing innovation and support for all the students, faculty, and staff in the community. Thus, the shade of blue was an extension of the college colors and it signified the unity of the college instead of a division. The “peer mentoring program” is read together in one line, but the bold weight in the word “mentoring” provides the contrast in order for the viewer to distinguish the three words, but also retain the emphasis on mentoring.

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