Duration: 6 Months
The Greek fraternity and sorority market has been historically fragmented and underserved. Greek organizations currently face declining membership, increased member churn, low alumni engagement and poor brand reputation. Historically, these organizations have negotiated agreements individually, resisting any kind of collective action. Enrichly is hoping to unite Greeks by providing an all-encompassing brand and platform that unifies all chapters as one. The brand would succeed if it evoked an emotional bond for investors that fostered nostalgic memories of Greek life. In turn, it’s platform needed to provide valuable tools that current and past Greek members would deem beneficial.
Empowering Greek organizations to infuse their brand into the platform and enrich members' lives through engaging connections, content & commerce would ensure success of the brand as a whole. The identity needed to remain neutral due to the wide range in audience it sought to attract.
Establishing a brand reputation by providing an experience in which members want to belong across commerce, member development, social connections, and career growth tools was the ultimate solution. By capturing simpliciity and a sense of gamification, we sought out to create a member destination with an authentic brand language that interacts with customers on an emotional level.
Enrichly & Elva
Kelly Quesnel
Strategy Direction
Morten Bustrup
UX Direction
Jen Dougherty