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Overview

Literature Society (L.O.R.E.), formerly the Hungry Minds LC, is an RMIT Student Life Creative club designed to be a space for community for readers and writers alike. The club delivers events and challenges, opportunities for meeting like-minded people, and spaces for creative development. As Vice President of the club, my team and I undertook a comprehensive rebrand and rehaul of the collective over the 2020-21 summer break. Our plan was to create a stronger club with a legacy that would extend beyond the current committee.

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The Problem

The key problems we identified were:

• Current branding did not easily delineate the club as a literature club. ‘The Hungry Minds’ was often mistaken as a cooking club, and the pen logo was difficult to identify. Thus, membership was lower than we wanted it to be

• The committee was small and disorganised which impacted our ability to deliver events. Thus, event delivery was inconsistent, with low participation

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With this in mind, we developed some key goals

• Create a club image

• Increase club membership

• Offer more events that catered to the interests of our club membership

• Improve committee function

 

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My Role

I managed much of the communication side and collaborated on event scheduling. I planned the social media delivery, redesigned the email newsletter via Mailchimp, and ensured a consistent brand launch across all platforms. I also planned many of the events and event marketing.

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Process

• Create a club image

We renamed the club to Literature Society (L.O.R.E.), designed a book logo, and used a dark academia aesthetic in our design and communications. The use of ‘Literature’ in the title and the highly recognisable book logo made it easy to identify when searching the RMIT Student Life website. The word ‘society’ implied a classy, exclusive club, and the word ‘lore’ recalled deep engagement with words and stories. The dark academia colour palette, the newspaper style newsletter, and book-heavy imagery communicated a sophisticated-yet-enthusiastic brand image that appealed to writers and readers alike.

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• Increase club membership

As well as the redesigned club image, we increased our social media communication, outreach to other clubs, and participation at welcome events.

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• Offer more events that catered to the interests of our club membership

We created a comprehensive schedule for the year with a variety of events to cater to all club members. This included monthly book discussions, weekly games nights for the first half of semester and study nights for the rest, guest lectures, writing competitions. The scheduling gave us the opportunity to focus on one-off events such as a Creative Club picnic and an introductory D&D oneshot session.

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• Improve committee function

With most events scheduled, we found a flexible committee structure worked best for us, with committee members offering a variety of skills that they could be assigned to work on tasks with. We also increased the committee by reaching out to the member base so that more roles could be filled.

 

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Results

The rebranding project was a success, with The Literature Society (L.O.R.E.) enjoying the highest membership of any creative club in 2021 and a 62% increase in membership from the previous year. The club Discord experiences activity almost every day and we experience engagement across our newsletter and social media platforms.

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We were able to deliver more and a higher variety of events. The committee is able to delegate and complete tasks with ease, with members working across social media roles, newsletter roles, two Discord moderators, and admin and leadership positions.

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