Graphic Design/
Website Managment Chair
Designing digital marketing materials and in-store signage to improve store's online and campus' presence. Utilizing Oracle NetSuite to update the online web store product photos and content.
project details
Graphic Design
Website Management
Social Media
Product Photography
company
UCSC Bay Tree Campus Store
tools
Figma
Adobe Photoshop
Oracle Netsuite
year
2022
Improving Bay Tree Campus Store's Digital Presence
What Needs to be Fixed?
While entering the new academic year, the Bay Tree team was looking to set a new prospective branding image & revamp the marketing on social medias/online store to maximize student engagement.
Improving our digital presence was defined by: playful yet sleek branding in social media content to appeal to students, consistent content output/incorporation of UCSC's mascot (the banana slug), & update the online store content with new products & promotional content.
Goals
01.
02.
03.
Stronger emphasis on building the store's digital presence/brand
Revamp branding & stylization of advertisement
Appeal to students through consistent & playful marketing
Branding
We did not establish a set design system as our materials for marketing products/promotions are seasonal or centered around a certain theme. Despite this, there are a few key design elements taken into account.
Official Sammy the Slug mascot images
Readability (clear delivery of promotional information)
Utilization of seasonality & existing campus branding
Website Banners
Banners for the web store homepage carousel imported into Oracle Netsuite.
Back-to-school promotions for Apple products
In-store merchandise sales, UCSC-oriented events, store hour updates
Social Media Assets
Advertising store merchandise
Advertising in-store technology promotions
Conclusion
Branding
Creating a notable, recognizable brand alongside respecting seasonality is a skill I am learning and exercising through this position and allows me to be very flexible and adaptive as a designer.
Creating as a Consumer
Curating content for the campus store as a student made me take a step back to ask myself "What would appeal to me to encourage me to shop in the store?" as well creating digital content that would not only appeal to the predominantly college-aged demographic of campus, but other audiences like parents, faculty, and alumni.
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