RECRUITMENT CAMPAIGN / SOCIAL STORYTELLING
WHERE YΦU BELONG Wednesday
RECURRING STORY SERIES / 2026
A recurring recruitment Story campaign designed to strengthen Alpha Phi’s positioning around belonging, community, and chapter identity through coordinated weekly themes, member participation, and consistent visual storytelling.
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OVERVIEW
The Project
“A recurring visual system built around belonging, community, and the moments that make Alpha Phi feel like home.”
Alpha Phi International Fraternity sought a social storytelling initiative that would humanize the recruitment experience. By focusing on the 'WHERE YΦU BELONG' tagline, we developed a weekly series that bridged the gap between grand fraternity traditions and individual member stories. The campaign rollout was structured to ensure consistency across all chapters while allowing for localized content integration. The visual language relied on warm, candid photography paired with bold, high-contrast typography that commanded attention within the fast-paced Instagram Story environment.
Campaign Rollout
01
Sisterhood
Visualizing the core values of belonging and community through coordinated story sequences.
02
Philanthropy
Visualizing the core values of belonging and community through coordinated story sequences.
Campaign System
Recurring Format
A recognizable nine-image collage structure gave the series consistency.
Member Participation
Members shared coordinated Story content alongside the main account.
Weekly Themes
Each rollout highlighted a different part of the Alpha Phi experience.
Brand Recognition
Repeated typography and #WHEREYΦUBELONG reinforced one recognizable identity.
Creative Direction
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Photography
Candid chapter imagery made the campaign feel personal and community-driven.
Typography
Oversized ALPHA PHI lettering and clean theme labels created a strong editorial hierarchy.
Structure
The repeated nine-image grid kept the weekly campaign recognizable.
Storytelling
Each theme highlighted a different part of the Alpha Phi experience while reinforcing belonging.
03
321 Fraternity Row
Visualizing the core values of belonging and community through coordinated story sequences.
93,646
Story Views
212
Interactions
231
Profile Actions
64%
Average Non-Follower Viewership
Role
Scope
Focus
Platform
Year
Campaign Concept + Creative Direction + Graphic Design
6 Themed Story Campaigns
Recruitment Marketing · Social Design · Member Participation
Instagram Stories
2026
Six themes. One place to belong.