Innovative Design
Role: Art Director & Co-lead
Innovative Design is UC Berkeley’s premier creative agency—a community of designers, photographers, and web developers on a mission to make design more accessible to students from all walks of life. They tackle dozens of projects for campus clubs and local startups and bring design education to the greater campus through workshops and events.
In 2019, I co-lead the agency’s marketing team. As a team of five, we set the art direction for every campaign and event. We branded the agency’s recruitment season, set the tone for the design hackathon and curated the artwork for our student run workshops.
One of the many design hackathons organized and curated by our team
Our Brand
The brand reflects Innovative Design’s mission: to spread knowledge, share resources, and make design more accessible to students from all walks of life. We translated our agency’s values into warm, yet bold color palettes, playful and welcoming typography, and emphasized the use of organic shapes and forms.
My role
For each campaign, I focused on setting an art direction and expectations for my team. I determined our timeline and ensured that all assets were delivered on time and were of the best possible quality. I organized weekly meetings and managed the progress of each member on the team. I worked closely with the agency’s president, web development team, and photographers to ensure consistent design integration and quality across the entire Innovative Design ecosystem.
Innovative Design members getting the word out on UC Berkeley’s Sproul Plaza. See our printed flyer designs below.
Designed and printed flyers for each campaign.
Work was displayed all around campus
Designed event banners with matching logos (above)
Our themes were then translated into headshots of our club members
Closing
Design curation and branding only scratches the surface—while this creative work is integral to establishing a visual brand, it is not everything.
What allows us to reach thousands of students are the countless hours put into creating lesson plans, organizing speaker series and design events, and teaching workshops that would otherwise be inaccessible. This is what makes our work, worth it.
An inside look of the design, photography, and coding workshops held every semester
A student team wire-framing during the CMYK (Come Make Your Mark) Designathon
Students teaching coding and frontend design on weekends
In the end, I couldn't have done any of it without my team
From the left: Katrina Romulo, Meria Ogawa, Maggie Chen, Samantha Sujo, David Xie (not pictured)