BACKGROUND
As Design Chair for my sorority, I led the visual design for our most critical semesterly event: recruitment. The weeks leading up to recruitment are essential for building campus presence and attracting potential new members, so my role centered on creating a cohesive, eye-catching digital campaign.
For this cycle, I designed around our chosen theme, “Office Siren” a TikTok coined trendy aesthetic that blends sleek corporate style with a modern edge. I developed a consistent visual system across all promotional materials, ensuring our Instagram posts and stories communicated both professionalism and personality.
Using Adobe Photoshop and InDesign, I produced all digital assets for social media, prioritizing cohesion, readability, and on-trend visuals that would resonate with our audience.
PROCESS
1) DEFINE THE VISUAL DIRECTION
I began by interpreting the "Office Siren" trend by collecting a mood board on Pinterest. By creating a starting mood board, I was able to create a concept of the ideas that would lead into usable design cues, with clean structure, sharp typography, and editorial polish.
2) BUILD A VISUAL FRAMEWORK
I created a consistent framework for the posts in order to create a consistent and distinctive look for the Instagram page.
3) DESIGN
This was my first time creating multiple posts under a single framework using Adobe Photoshop and InDesign. I was able to learn
OUTCOME
The campaign was highly successful: within one month, our Instagram content garnered over 310,000 views, significantly boosting our visibility on campus and str engthening brand recognition. This project sharpened my ability to design for themed campaigns, digital-first outreach, and measurable engagement outcomes, all while balancing creativity with strategic communication goals.
REFLECTION
This was my first time designing multiple posts under one cohesive framework. Instead of designing each graphic independently, I developed a repeatable structure that made the page feel curated and intentional.
As Design Chair, I wasn’t just creating assets, but I was defining the visual language for the entire recruitment cycle. That meant I was making decisive creative calls while also balancing bold aesthetics with brand professionalism. I learned that leadership in design requires clarity and confidence in direction.
