Creative direction for Berkeley Innovation, UC Berkeley's first student-run design organization since 2003.
As Marketing Director, I owned the visual and strategic output for the Spring 2026 brand refresh and integrated marketing campaign — spanning recruitment, project launches, and community engagement across digital and print touchpoints. I delivered a variety of both physical and digital assets including flyers, branded merchandise, and stickers.
SKILLS
TIMELINE
TEAM
BRAND IDENTITY
GRAPHICS
DEC 2025 - MAY 2026
ANDREW VU, CHANELLE MAO
What is Berkeley Innovation?
Berkeley Innovation (BI) is a human-centered design organization at UC Berkeley. Every semester, we work with clients like Netflix, Youtube, Pinterest, L'Oreal, and Tinder on projects ranging from physical to digital products, brands, and experiences.
We practice design thinking and a human-centered approach, rooting our designs in user research to solve for uniquely human problems.
We're also passionate about education and making design resources more accessible — we teach the Human-Centered Design DeCal every semester at Berkeley, provide public design workshops, and more.
CAMPAIGN CONCEPT
Celebrating diversity in design!
This concept originates from one of our club core pillars: making design accessible to all UC Berkeley students. Berkeley Innovation's members span all of Berkeley's colleges, studying everything from Sociology and English to Electrical Engineering.
I wanted to pay homage to the fact that innovation thrives at the intersection of thought and diverse perspectives by creating an engaging and eclectic marketing campaign. By emphasizing this theme, I wanted to expand our club's reach beyond the design circles at Berkeley, and encourage everyone to apply, regardless of their prior design experience.
ITEM 01
Spring 2026 Recruitment Flyers
Promotional materials highlighting our club recruitment timeline and our Human Centered Design DeCal. Printed and distributed to students on Sproul!
ITEM 02.
Bringing insight into what we do, and what we stand for
One piece that our campaign wanted to tackle was to provide more visibility into the work we do as a club, to both prospective members and potential clients. We achieved this by creating posts highlighting specific projects, such as our Project Spotlight, showcasing the design methodology our teams follow in a semester-logn project.
Additionally, we wanted to amplify underrepresented voices by sharing experiences of BI members who come from first-generation, BIPOC, LGBTQ+ or low-income backgrounds. By sharing these journeys and making resources for our application process accessible, we aim to help break down initial barriers into tech and promote our organization's commitment to uplifting historically marginalized communities.
NEW MEMBER SPOTLIGHTS
Highlighting our talented BI community!
Shouting out our lovely Spring 2026 new members because everyone deserves a little love and credit <3