The Client

Gamma Phi Beta Sorority is one of the 10 oldest women’s organizations in North America and the first to be called a “sorority.” Since its founding in 1874, the organization has been committed to its mission of building confident women of character who celebrate sisterhood and make a difference in the world around them and its vision of inspiring the highest type of womanhood.

The Sticky Wicket

After feedback from membership and a unanimous commitment from the board, Gamma Phi Beta tapped Rhyme & Reason Design to assist in a comprehensive organizational rebrand. The project kicked off in February 2018 with a plethora of feedback regarding the dated brand aesthetic, hard-to-use fonts, lack of tagline messaging and an overall need to modernize the organization’s appearance.

The Awesome Sauce

Comprehensive Organizational Rebrand launched July 2018: redesigned and rebranded International Headquarters, Foundation, Facilities Management (logos, color palettes, business systems, brand standards), Building Strong Girls and REAL (logos).

Redesigned the International website and The Crescent Magazine.

Designed and developed launch materials including social media assets, e-news and e-blasts, brand story video and launch video.

5 days post launch, the Facebook launch video had 15k views, 539 likes, 45 comments and 221 shares. The logo wall post had 882 likes, 49 comments and 81 shares. The Instagram logo wall post had 4,633 likes and 194 comments.


Client Love

"The launch went great. I don’t know if you have had the chance to creep on our social accounts, but we have received nothing but positive responses. I really can’t thank you and your team enough for everything. As a designer and a Gamma Phi myself, I am so proud of this brand and what it stands for. I have had so many members (young and old) reach out to me to say they love how traditional, modern and thoughtful everything is. Thank you for everything! And for making everything so easy to use and navigate on my end. It has been a real treat!"

- Maddy Schroeder, Graphic Designer