My role requires designing for a broad range of projects while maintaining consistency within an established University branding system. From online professional development initiatives to conferences, and community-facing events, each project serves a unique audience with its own goals and communication needs.
The challenge lies in creating visual solutions that feel distinct and engaging without straying from the larger brand ecosystem. By adapting layouts, imagery, illustration styles, and visual hierarchies, I develop designs that support each project's objectives while remaining cohesive with the University's established identity
The Challenge:
How do I help UCATT stand out while working within an existing branding system?
While every project must align with established University and program branding standards, no two projects have the same audience, goals, or communication needs. My approach begins by identifying what makes each initiative unique and then finding opportunities to express that through layout, imagery, typography, color emphasis, and visual storytelling.
Understand the audience
Whether designing for faculty, students, researchers, or community partners, I begin by understanding who the work is intended to serve and what action it should inspire.
Identify opportunities for differentiation
Within the established brand system, I look for opportunities to create distinction through supporting graphic elements, consistent color usage and visual hierarchy.
Build cohesive experiences
Many projects extend beyond a single deliverable. I develop systems that can scale across digital assets, print materials, event collateral, and environmental graphics while maintaining consistency.
Balance creativity with consistency
Every design should feel unique to its audience and purpose while remaining recognizable as part of the broader University brand ecosystem.
Digital
Digital assets are created to span across multiple platforms such as LinkedIn, newsletters, Trellis, and web pages.
Assets are curated with the existing branding system while still maintaining accessibility and keeping the UCATT voice in mind.
Tools:
Adobe Illustrator
Adobe Photoshop
Adobe Lightroom
Figma
Google Suite
Microsoft Suite
Social Media
Custom Illustrations
Google Slide Templates
Web Design
Photography
Print projects include flyers, booklets, posters, and educational worksheets.
Designing for print means thinking beyond the screen and considering how a piece will look and feel in someone's hands. Every project requires thoughtful planning, attention to detail, and close collaboration with print vendors to ensure the final product matches the original vision.
Tools:
Adobe Illustrator
Adobe Photoshop
Adobe Lightroom
Adobe InDesign
Google Suite
Microsoft Suite
Flyers
Booklets
Events
UCATT hosts a wide range of events throughout the year. Though each event varies in size and needs, almost all encompass a need for printed signage, templates, and programs.
Signage and Swag
Throughout these projects, I've learned that thoughtful design is as much about collaboration as it is about creativity. Every project presents a unique set of goals, constraints, and perspectives, challenging me to balance creative problem-solving with practical considerations such as timelines, accessibility, branding, and user needs. Working closely with colleagues and stakeholders has reinforced the value of listening, asking questions, and iterating together to create solutions that are both engaging and effective.
