Alumnae want to feel valued, seen, and connected beyond their college years. Many shared that the current brand and website feel overly focused on collegiate life, with limited visibility into alumnae stories, achievements, or ways to stay involved. They’re looking for easier access to resources, more recognition, and a stronger sense of lifelong sisterhood.
Alpha Xi Delta Greek Organization Branding & Website
Realize Your Potential
Alpha Xi Delta is a national women’s fraternity empowering members to realize their potential through sisterhood, service, and personal growth. With a legacy dating back to 1893, AXD fosters connection and leadership among collegiate and alumnae members across the country.
01
Discovery & Research
We kicked off with stakeholder workshops, surveys of collegiate and alumnae members, and a competitive audit. We wanted to understand not just what wasn’t working, but what members loved and wanted to protect.
What we heard from collegians
Collegiate members see Alpha Xi Delta as a place for growth, leadership, and belonging, but they want the brand to reflect that more clearly. Many felt the current visuals were outdated and did not match the energy of the sisterhood. They asked for more inclusive imagery, clearer pathways to leadership, and storytelling that shows what “Realize Your Potential” looks like in action.
What we heard from alumnae
02
Brand Strategy
We uncovered a clear theme: Realize Your Potential was deeply meaningful but under-leveraged. Our messaging framework focused on bringing this idea to life across every stage of membership, positioning AXD as a place for continual growth, leadership, and community.
We built the brand strategy around Alpha Xi Delta’s most powerful idea: Realize Your Potential
This phrase already resonated with members, so our goal was to bring it to life through storytelling, visuals, and structure. We positioned AXD as a lifelong source of growth, confidence, and connection, not just a college experience. The strategy focused on modernizing the historic brand while honoring tradition and celebrating member achievements at every life stage. To begin, we created a new logo that builds on the past but stands out in a crowded Greek landscape.
Creating sub brands
To strengthen recognition and trust, we created a dedicated sub brand logo for the Alpha Xi Delta Foundation and Alpha Xi Delta Housing. The new marks align with the primary brand while signaling the unique role of these entities within the larger AXD ecosystem.
Bringing the Brand to Life
The goal of the new visual identity was to modernize Alpha Xi Delta while honoring its rich history. We refined the Quill, refreshed the color palette, and introduced updated typography to create a look that feels both timeless and current. Inclusive photography and flexible design elements ensure the brand resonates with members at every stage of life and stands out across digital and print platforms.
03
Website Design & Development
The new Alpha Xi Delta website was designed to feel welcoming, modern, and easy to navigate for all audiences. We restructured the site around clear user pathways for collegians, alumnae, prospective members, and supporters. Key features include an improved chapter locator, a streamlined donation and dues experience, and dynamic storytelling modules that bring member impact to life. Built in WordPress, the site is fully accessible, mobile-optimized, and easy for the AXD team to update and manage going forward.
A Smarter Chapter Locator
We redesigned the chapter locator to make it easier for users to find and connect with local chapters and alumnae groups. The new interactive map allows searches by city, state, or zip code, with filters for collegiate and alumnae chapters. Each chapter profile includes key details, social media links, and university affiliations, helping members and prospective members quickly find their community and get involved.
The Alumnae Experience
We designed the alumnae section of the site to reflect the value and vibrancy of lifelong membership. This dedicated space highlights ways to stay connected through local groups, national programs, volunteer opportunities, and giving. Clear navigation, centralized resources, and recognition of alumnae achievements help reinforce that Alpha Xi Delta is not just a college experience—it’s a sisterhood for life.
News Archive
The News Archive serves as a dynamic storytelling hub, showcasing the latest updates, member spotlights, chapter achievements, and philanthropic impact. Organized by topic and fully searchable, this section helps keep members informed and inspired. It also provides a platform to celebrate the everyday moments that reflect Alpha Xi Delta’s values in action.
Chapter Resources
The Chapter Resources section was built to support collegiate leaders and volunteers with quick access to the tools they need. From event planning guides to brand assets and forms, this centralized hub simplifies day-to-day operations and reduces frustration. By organizing content in a clear, intuitive way, we made it easier for chapter members to lead with confidence and stay aligned with the national brand.
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