When I came on as Creative Director, IUGA's executive team shared that their current brand felt too corporate and cold, and that they wanted something more inviting, modern, and eye-catching in a saturated digital landscape.

For the website, I set the foundation with familiar interface patterns, then pushed traditional page structure with an interactive layout full of touch-points and micro-interactions that invite exploration, eliminating the scroll. I worked closely with developers through several rounds of testing to make sure every component was both usable and feasible to build.

The social identity took a more artistic turn, drawing from fine-art references to give the posters a cooler edge, while sharing the same color system and modernism woven through the brand.

Accessibility and cross-device usability were non-negotiable. And because most students discover events through Instagram before they ever visit a website, the poster system was designed to pull people in first — building a path from a scroll-stopping post, to the site, to actually applying and getting involved.