UC Berkeley Changemaker
Designing a new university course's marketing items
Timeline
2 months
Project Type
Contract
Role
Graphic Designer
Tools
Adobe CC, Figma
overview
I designed 5 assets of material to help promote a new course at UC Berkeley.
The Berkeley Changemaker team was planning to introduce a new course for UC Berkeley students to take, with the first session being offered this summer. As the only graphic designer on the team, I created several marketing materials for them to use in careers fairs, social media, and across campus in digital and physical format.
Sticker and postcard
T-shirt
Instagram post
Digital gym advertisement & newspaper advertisement
But how did I get here?
stickers
To begin this project, I worked on the most guaranteed item we'd need when tabling at student fairs: stickers!
Since we'd need these over a month before all the advertisements were displayed across campus, the style of sticker would also dictate what visual direction we wanted to go with.
Thus, I gave the Changemaker team several options to pick rough drafts of, with some leaning on the "I am open to opposing views" tagline more than others.
The original 8 ideas I proposed
Staff preferred having text-only stickers, so I finalized 3 out of the original 8 stickers. From here, student ambassadors were given a decision to rank which stickers they'd actually be more interested in picking up.
Final 4 decisions
The winner!
advertisements
At this stage, I got to experiment with what information the postcard and advertisements (digital + physical) had in them.
For the postcard, I knew
4 variants of the sticker design
Shirt mockup variants
The winner!
Staff preferred having text-only stickers, so I finalized 3 out of the original 8 stickers. From here, student ambassadors were given a decision to rank which stickers they'd actually be more interested in picking up.
postcards
To present information with those items, I created a postcard holding important details about the course.
For our shirts, I Since there was more focus as promotion rather than being overly illustrative, I played around with slightly modified versions of the final sticker.
4 variants of the sticker design
Shirt mockup variants
The winner!
Staff preferred having text-only stickers, so I finalized 3 out of the original 8 stickers. From here, student ambassadors were given a decision to rank which stickers they'd actually be more interested in picking up.
postcards
To pair with our stickers, we also wanted to give away T-shirts at student fairs.
For our shirts, I Since there was more focus as promotion rather than being overly illustrative, I played around with slightly modified versions of the final sticker.
4 variants of the sticker design
Shirt mockup variants
The winner!
Staff preferred having text-only stickers, so I finalized 3 out of the original 8 stickers. From here, student ambassadors were given a decision to rank which stickers they'd actually be more interested in picking up.
branding
I transformed a plain, 100+ page Google Doc to a report unique to UC Berkeley's brand.
UC Berkeley's branding offers a primary palette that taps into their iconic blue and gold colors, with a secondary palette of neutrals, vibrants, brights, and darks to complement that.
University branding also relied on a few visual elements: structural elements, apertures, and tessellations. With the exception of structural elements, graphic elements can never be used more than once within a piece of design.
Given that the report highlighted Berkeley's history, recent achievements, and future plans, I wanted to primarily feature their historic blue and gold shades (primary palette). And, given the report's text-heavy nature, Open Sans was chosen for the body text for easier readability.
UC Berkeley's brand identity (prior to their summer 2024 rebrand)
Final Mentions
Special thanks to Berkeley Changemaker and my previous supervisor!
I'm grateful to have been referred for this role by my old supervisor, Berkeley's Communications Manager.
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