University of Hawai‘i Maui College Brand and Communications Toolkit: A Usability Study

Abstract

Consistency in branding and communications plays an integral part in the success of any organization. Branding gives a clear sense of purpose of what an organization does, while external communications help shape the public's perception of who the organization is and what they do. The University of Hawai'i Maui College (UHMC) had a diluted brand due to the absence of a Marketing Director. Having no clear marketing consistency resulted in a weakened UHMC identity and limited community presence. A UHMC brand and communications toolkit (BCT) website will act as a marketing and communications hub for UHMC to support a consistent brand and succinct messaging. This usability study aimed to design and evaluate the BCT website for faculty and staff at UHMC. The usability study assessed the navigation, usability, and effectiveness of the tools and resources contained within the toolkit. Data were collected through quantitative surveys and qualitative walkthroughs.