Leading branding efforts and creating a visual identity system
As the design chair for Carnegie Mellon’s chapter of Alpha Kappa Psi, the oldest and most renowned co-ed professional fraternity in the world, I was assigned to create promotional background material for our 2015 fall recruitment.
My goal was to create a comprehensive system that spanned different mediums: digital, print, and shirt. One of my main challenges was to iterate and expand on a previous design, so that Alpha Kappa Psi on campus could start to build a recognizable brand from semester to semester. Within these creative restrictions, I created a fresh look while still maintaining the professional image that Alpha Kappa Psi portrayed on campus.
In order to establish a sense of achievement, I wanted to incorporate a ribbon around our logo to symbolize a medal. My initial sketches turned out to be unsuitable for the shirt medium, and with help from past design chairs, I iterated on several versions to create a design that could work across multiple mediums.Here are some of my iterations in developing a primary logo.
After creating the primary image, I incorporated aspects throughout different social media and print advertising. Below, you can find final designs for the branding system.
Beyond creating a core visual identity for Alpha Kappa Psi's recruitment process, I also worked on print posters for several of the fraternity's partners, including our annual Brainteaser charity contest and a corporate networking event.