Design at UCSD Rebrand

Design at UCSD Rebrand

Design at UCSD is a pre-professional student-led design organization at UC San Diego. For this project, I worked as one of three visual designers alongside tech chair on board. Our project spanned over a timeline of four months.

Team: Ophelia Ding, Kai-Chin Shih, Vincent Liaw

Conception

The idea of a rebrand first started as a dicussion among the board members, where there was concern about the current logo being too ambiguous — it wasn't clear at first that we are a design club. There was a unanimous decision to rebrand the organization to better reflect the values of the org, and that would be sustainable for years to come. 

Screen Shot 2019-03-21 at 6.39.25 PM

Moodboards

Our first task as a team was to create a moodboard of brands and companies that we admired. We explored different products for breadth — a few themes emerged during our exploration: openness, friendliness, clean, and professional.

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User Research + Surveys

To get a better understanding of our members’ needs and current opinions of our club, we created a Google Form Survey and posted polls in our Facebook group of 1,500 members asking questions such as why they decided to join our club and how they would describe the club to their friends.

surveys+polls

Afterwards, we came together for a whiteboard session and mapped out themes we saw in our members' responses. We were able to identify three personas who would make up our target audience:

sam
beth
chris

Sam the Newbie
Sam is an undeclared freshman who has no prior design experience, and is interested in the tech industry. 

Sam the Newbie
Sam is an undeclared freshman who has no prior design experience, and is interested in the tech industry. 

Sam the Newbie
Sam is an undeclared freshman who has no prior design experience, and is interested in the tech industry. 

Sam the Newbie
Sam is an undeclared freshman who has no prior design experience, and is interested in the tech industry. 

Sam the Newbie
Sam is an undeclared freshman who has no prior design experience, and is interested in the tech industry. 

Beth the Job Seeker
Beth is majoring in HCI and has already taken a few design courses. She has a design portfolio ready, and is trying to get her first summer internship. 

Chris the Recruiter
Chris was emailed by a Design at UCSD board member  — some questions he might have are: What does this club do? What have they done in the past?

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We came up with three themes we saw come up often in our members’ responses: community, industry ready, and design . These would make up the core values of our club, which was important for us to know as we took the next steps of the rebrand.

about_community
about_handshake
about_design

Community

Members want a community where they can learn and grow from other designers.

Industry Ready

Members want resources to help them as they prepare applying to jobs and internships.

Design

Members want to learn design skills and designer tools to use.

Logo Ideation

After defining the vision of the club, my team and I then brainstormed logo ideas which we would then present to the board.

logo_sketches

Outlined in yellow are my sketches, outlined in green are my teammate Kai-Chin's, and outlined in blue are my teammate Ophelia's.

After receiving feedback from the board, we decided to shift our focus to two ideas:

  1. Using symbols to different the core values of our club.
  2. Playing around with the idea of layers — a tribute to Don Norman's "double diamond of design."

Here are our takes on logo designs with these directions in mind:

logo_1

Using different symbols to represent the core values of our club.

logo_2

Playing around with the idea of layers.

Final Logo Design

Final Logo Design

We shared these design options with the board, and took a vote on which we thought best reflected our core values. Ultimately, we were excited to unveil our final logo designed by my talented teammate Ophelia.

Screen Shot 2019-03-21 at 6.43.30 PM
  • The yellow briefcase represents our industry ready core value
  • The two toned red circle is meant to represent community, where the darker tone symbolizes a member of the community
  • The green menu barrepresents design skills
  • The blue chart represents skills in user research

Digital Assets

After finalizing our logo design, my team worked on redesigning the website to match the rebrand. I created banners as well icons that would be displayed on each page. I mirrored the colors and style of the logo to keep the brand consistent.

Screen Shot 2019-03-21 at 6.43.45 PM

Designing for Mobile

My teammate, Ophelia, and I collaborated with our tech chair, Vincent, where we worked on separate pages for the site and handed our wireframes and specs over to Vincent, making sure to use a grid system so they translated well to web. We also made our site responsive by designing mobile screens, and I prepared mobile-friendly versions of our banners.

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Final Product

At the beginning of Spring 2017, we launched our complete rebrand and redesign of our site, check it out!

Screen Shot 2019-03-21 at 6.48.03 PM

Pictured left was the old design and branding of the Design at UCSD site, pictured right is our new design launched.

Reflection

I feel super fortunate to have had a brilliant team to work with — shout out to my teammates Ophelia, Kai-Chin, Vincent, and the Deign at UCSD board! One important lesson I learned while working as a team was how to delegate tasks so that we were able to complete the rebrand and redesign at our projected date.

During our first meeting over lunch at Tendergreens, my team and I put this together to help stay organized:

organization

Thanks for reading!

Thanks for reading!

resource_hcd


Take a look at my other projects:

Projects

Design at UCSDWeb Design, Identity + Branding, Illustration

Transportation in JapanWriting, Illustration, Animation

IllustrationsIllustration, Animation

me-moUX & Visual Design

CookbookUX Research & Design