Society of Women Engineers: Marketing & Design
Designing visual systems, outreach collateral, and digital media across campus and national collegiate networks.
Role
Lead Designer
Industry
Nonprofit
Duration
4 years
Problem Statement
How do you build a distinct visual presence for SWE to stand out on campus and drive event engagement?
With standard university branding dominating campus spaces alongside competing engineering student groups, SWE lacked a unified visual language. The objective was to establish a recognizable design system to increase event attendance, strengthen student recruitment, and support corporate sponsorship outreach.
Stage 1: Design Systems & Key Collateral
Across two years serving as Chair-Elect and Chair of the national SWE Collegiate Working Group, as well as Graphic Director and Vice President of Public Relations for the University of Washington chapter, I led the development of several core brand assets and design systems.
Collegiate Working Group Visual Identity: Designed and launched the initial brand guidelines and template library for the national Collegiate Working Group to standardize assets across working team projects.
Corporate Sponsorship Mailer: Formatted a corporate packet sent to prospective industry partners to request event funding and conference support.
Chapter Apparel: Designed official t-shirts and physical collateral for chapter members to improve organization visibility on campus.
Stage 2: Campaign Strategy & Visual Differentiation
To maximize reach across campus, the promotional strategy paired physical print collateral with short-form video content.
Visual Differentiation: Built color palettes and graphic layouts designed to contrast with primary university colors, improving visibility on crowded campus boards and digital feeds.
Multi-Channel Promotion: Coordinated physical poster distribution with Instagram content to cover multiple touchpoints across the student body.
Stage 3: Impact & Reach
Standardizing the visual identity and integrating short-form video led to measurable growth in digital reach and audience retention:
Reached 3,000+ social media followers across chapter accounts.
Increased student turnout across regular campus events and workshops.
Produced short-form video campaigns that achieved organic reach, including two individual Instagram Reels reaching 2M and 5M views.