Overview

From October of 2022 to March of 2024 I worked with the Sustainable Investment Group first as a Marketing Committee Member and eventually as the Vice President of Marketing to help establish a brand and create media that reflected that branding. I originally joined as a UX Designer to work on their website but encountered deeper issues with their existing brand. As a new organization, they lacked the knowledge of an effective branding strategy which is where I came in.

Establishing a Logo

Old Logo


New Logo Explorations

We started by exploring different logos paying special attention to typography, icons, and colors. We wanted to convey sustainability along with wealth to convey our successful investment mindset.


Considering Our User's Preferences

To ensure our logo preference aligned with the rest of the organization's preferences on a logo, we asked the members to vote on their favorite logo. The distribution of user preferences is as follows:


Scaling and Improving the Chosen Logo

To make some adjustments to the logo, we made sure to scale the logo so that it could easily be incorporated as a profile picture on Instagram, Slack, LinkedIn etc.


Incorporating our Revised Branding

For each marketing campaign, we adopted a different theme and connected with potential members through in-person events, leveraging our existing social media network, word-of-mouth, and emailing professors with a flyer attached that they could easily share with their students.


The Website Design

This is a selected screen from the website design. I incorporated the revised brand colors as well as images from the organization we had taken to convey teamwork and the friendly atmosphere. I also included statistics about our history as well as a clear call to action button just on the home page of the website. The other pages went more into detail of what we did as an organization and our work.


Reflection

I enjoyed my time at the Sustainable Investment Group because it was the first time I was able to lead others in the marketing process. By showing and brainstorming marketing strategies with others, I was able to improve my own skills as a marketing specialist and as a designer.

Thanks for exploring my little corner of the internet :)

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