Additional Play Projects
Elementee
Amplifying career needs in tech and gamifying an intimate dynamic within mentors at UC Davis.
Davis Women in Business
Graphic design work for the student organization Davis Women in Business.
Corporate branding and marketing initiatives for UC Davis' design and advertising agency.
ASUCD Creative Media is UC Davis' in-house advertising and design agency. I worked with UC Davis' units, commissions, and committees to support students and the larger Davis community by bringing their brands to life. I provided my clients with services in the realms of graphic design, UI/UX, videography, and animation. Moreover, I worked on an award winning brand identity project and printed annual report for Creative Media that was awarded Gold honors at the Greater Sacramento American ADDY's.
I was tasked with creating a visual identity and brand for UC Davis' annual concert, Sunset Fest, that is hosted by students, for students. The headliner was indie pop artist, Remi Wolf.
Previously, the Sunset Fest logo was entirely two-dimensional, with a distinct and minimalist appearance stylized with clean, straight lines. I was interested in reinventing this logo and went for a bold, 3D look inspired by Y2K designs. A 2D version was made as well to remain contemporary and versatile for various applications across digital and print. When it came to establishing a color palette, I considered Remi's pre-existing brand which already had a retro feel to it. I selected colors that would accommodate her own visual identity. To adhere to the agency's brand and design style, I kept the typography and layouts simple- with the font Gilroy being used consistently throughout each graphic.
Outside of the logo and artwork, social media posts, event posters, stadium signs, flyers and merchandise were designed for the large scale event.
Check out the Sunset Fest Promo Video!
Students are encouraged to run for ASUCD office positions quarterly. Each electoral campaign requires a unique set of brand guidelines. The Spring 2023 campaign was based off of the slogan, "New voices, New visions" and the following design assets were used for campus advertisements, cup sleeves, signs, social media posts and stickers.
I was tasked with creating the first ever cow mascot for ASUCD. It was an iterative process that required me to first gather research on other mascot designs and gain a better understand of any contextual elements that may influence the ASUCD mascot. Next, I created initial ideas for the character in Adobe Illustrator and started defining various physical attributes and features. I determined distinct characteristics such as the cow's snout shape, facial roundness and smile. Once this was established, I got a better idea about the distinct silhouette I wanted to flesh out.
I experimented with different poses and expressions to showcase the cow mascot's versatility. Bikes especially are an iconic part of UC Davis' culture, and I wanted to ensure that the character remained visually appealing with accessories and in various situations.
I was tasked with creating the ASUCD annual report, which is a comprehensive document detailing the company’s activities, performance highlights and achievements throughout the preceding year. Below are a handful of page spreads from the document.
Over 5 months, this campaign was established to boost sales at the UC Davis CoHo, generate 10% more followers on their socials, and garner greater attention to their physical location for their reopening post-pandemic. We considered the platforms available to us to advertise and developed both low budget content, as well as more attention-grabbing/large-scale ideas.
Audience
Our target audience consisted of New UC Davis students and returning UC Davis students. For each group, we kept in mind what messages they would best resonate with.
Objectives
1) For new students/freshmen living in the residence halls, our goal is to promote the use of AggieCash to make purchases at the CoHo and the use of GrubHub for delivery to their dorms.
2) For returning students, our goal is to promote the CoHo’s new menu items.
3) For all students, our goal will be to promote hiring as well as CoHo-branded item giveaways.
Using Aggie Cash and GrubHub
Social media posts were published, flyers handed out, and posters hung up to inform students about the CoHo's GrubHub offers.
Fun Fact Fridays
Every Friday for 3 months, a fun fact about the CoHo was posted. Below are a handful of Fun Fact Friday graphics.
Gift Card Giveaway
The CoHo raffled off a $50 gift card over a period of 1 month. These were posted once every week.
Seasonal Posts
To keep engagement up while students were on holiday, I created various seasonal posts for Thanksgiving, Winter Break, and New Year's.
Hiring
iPad Giveaway
We initiated a 1 month long iPad giveaway campaign to encourage purchasing featured/new times on the menu, and at the same time, gain more followers on the CoHo's Instagram account.
Takeaways
The Coho's Instagram account saw an increase in followers from 750 to 844 by the end of this campaign and a 28% spike in engagement. It was a team effort that involved collaborating with the CoHo, product managers, and other organizations that were in on our marketing efforts. By thoroughly keeping tabs on our brand awareness, student feedback and sentiment, audience insights, and reach, the team derived valuable takeaways that could also be helpful for future campaigns.
