Startup Rebrand Strategy to Scale from Incubator to Industry Leader

Snapshot

Directed Startup Rebrand Strategy to Scale from Incubator to Campus: Overhauled Brand Identity, Positioning, and Marketing Systems to Drive Market Share, Increase Community Engagement, and Strengthen Industry Presence.

My Role & Leadership

I led the end-to-end rebranding and growth strategy for V School, repositioning it as an inclusive, career-focused tech school and scaling student enrollment, partnerships, and engagement. My leadership spanned:

• Brand Strategy & Creative Direction: Defined V School’s new identity, messaging, and positioning to reflect inclusivity, creativity, and career pathways.

• Cross-Functional Leadership: Aligned co-founders, marketing, design, content, and partnerships teams to execute the rebrand seamlessly.

• Content & Marketing Execution: Led the rollout across digital, social, events, and partnerships, ensuring cohesive storytelling.

• Growth & Partnership Development: Established strategic partnerships with Adobe, increasing sponsorships, scholarships, and student opportunities.

• Scalable Content & Community Engagement: Built a repeatable content system to drive social engagement, applications, and enrollment growth.

Key Results & Impact

📈 60% increase in diversity within the student body

📈 800% increase in program applications (primarily from underrepresented groups in tech)

📈 40% increase in social media engagement

📈 200% growth in partnerships and sponsorships

📈 Secured Adobe partnership, leading to scholarships and internships for students

Challenge

❌ Brand Disconnect – The original identity didn’t reflect V School’s inclusive mission or differentiate it from competitors.

❌ Fragmented Messaging – No clear storytelling framework for engaging diverse student audiences.

❌ Low Digital Engagement – Needed a stronger social, website, and content strategy to increase visibility.

❌ Lack of Key Partnerships – Limited brand credibility and industry connections for student opportunities.

Approach & Execution

✅ Rebranded V School with a new visual identity, messaging system, and storytelling strategy.

✅ Built a community-driven brand narrative emphasizing inclusivity, culture, and career outcomes.

✅ Developed an omnichannel content strategy across social, website, email, and in-person events.

✅ Implemented persona-based messaging to resonate with diverse student profiles.

✅ Expanded partnerships with Adobe and other industry leaders to increase credibility and student access.

Growth & Iteration

Phase 1: Developed a brand archetype and messaging framework to refine V School’s positioning.

Phase 2: Executed a full rebrand rollout across digital, social, and in-person experiences.

Phase 3: Strengthened partnerships, scholarships, and program expansion to drive long-term impact.