Context
My focus was elevating the chapter's brand presence and creating cohesion across physical and digital touchpoints, including merchandise, social media, and event communications.
My Role
I led the chapter's brand strategy and execution across merchandise and digital platforms. To support long-term consistency, I developed a brand style guide outlining approved fonts, color palettes, and visual standards — giving the team a shared reference point as multiple members worked within the brand.
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Set creative direction and brand standards
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Designed and produced original merchandise
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Refreshed the chapter's digital presence
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Led and mentored a team of five directors
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Managed timelines and cross-functional collaboration
The progression between roles expanded my scope from ideation to execution and required long-term planning across multiple chapter projects.
Approach
In the past the role had designed in isolation. I wanted the chapter's brand to reflect a range of perspectives, so I created a subcommittee of eight members across all three pledge classes. Three insights shaped my creative direction:
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Members felt current social media and merchandise were outdated and didn't represent the chapter accurately
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Members wanted merchandise that felt modern and fashionable
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Members were less likely to purchase comfortable merchandise over fashionable merchandise
This structure kept creative direction clear while basing decisions in real community input.
Merchandise as Brand Expression
Merchandise was treated as a primary expression of the chapter's identity — not just products, but touchpoints that created a sense of community.
Design & Production Process
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Gathered feedback and preferences from the subcommittee
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Created ideation and visual direction boards
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Drafted designs in Adobe Photoshop
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Collaborated with manufacturers on product type, fit, and color
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Oversaw distribution to members
Merchandise Categories
1. Event-Specific Merchandise — custom pieces for philanthropy, social, and chapter events.
2. New Member Packs — cohesive brand sets to welcome new members after recruitment
3. Gameday & Evergreen Merchandise — repeat-use pieces designed for longevity across semesters
Merchandise Archive
Click through our Kappa Kappa Gamma merchandise archive below.
Digital Presence
Alongside merchandise, I refreshed the chapter's digital presence to reinforce the same identity on social media — developing consistent graphic templates, aligning tone and visual styling across platforms, and supporting event promotion and chapter initiatives.
Promotional graphics and new social media below.
Outcomes & Impact
400+
follower increase driven by updated digital strategy
7
large-scale events planned and executed annually
50%
increase in merchandise sales from original designs
5
directors supervised and mentored
17
custom merchandise items designed and produced
Reflection
This experience taught me how long-term projects are built on structured collaboration. Creating a feedback loop generated work that resonated across an organization of 160+ people, and leading a team through multiple simultaneous projects strengthened my ability to think strategically and execute with intention.