Curly Vision SC
I developed the brand and visual identity of the organization for the official launch of Curly Vision SC, a student organization based on all things curly hair.
The Rundown:
During my freshman year, I connected with students and friends at USC who were interested in creating a club centered around having curly hair. When I joined the team as the Head of Marketing and Creative, we had no clear creative direction or brand presence to help people find us. I led our e-board through the process of creating a more powerful and recognizable brand.
The Research:
In order to make the process more approachable for my e-board members who weren't in creative or marketing fields, I broke our brand development down into smaller pieces. I focused my questions on these four points:
Who we are: A safe space, a community, a place to find people that are like you, a place to feel appreciated
What we want to do: Share knowledge, create conversations about curly hair, be a resource for people to find products and beauticians in the area
How we want to be seen: Warm, approachable, opulent (but not stuck up), comforting
Who we want to target: Mainly Black students at USC, or people between ages 18 - 24 in the Greater LA Area
The Response:
I began designing our brand, beginning with a logo. To stick to the strong sentiments of warmth, approachability and comfort, I decided to illustrate the logo in Procreate which was a bit out of my comfort zone. The first iteration of the logo was the one my e-board members wanted to use. It also helped us develop our color palette:
I used many of the colors in this illustration as the colors for our palette, and opted for a modern Serif font to continue balancing "comfortable" and "classy":
And with the basics of our design system nearly finalized, I moved into "social media mode" to figure out Curly Vision's voice through copy and images, as well as our social media strategies for promoting events or new resources to share.
The Results:
Since we went live with a clear brand, voice and mission, Curly Vision SC has seen amazing success and engagement on and off campus. Here's a breakdown:
3400+ accounts reached on Instagram in 30 days
35% increase in IG Followers in a month
Seven collaborations with internal and external organizations for meetings and sponsorships
Beauticians Directory with 40+ local hairstylists, barbers and more included for our community
