Overview
As Creative Director for the Student Government Association, the mandate extended beyond visual output to internal workflow modernization and external communication strategy across the organization.
Scope included a $50,000 marketing budget and directing a team of designers and photographers.
Problem
Legislative inefficiencies were creating burnout among senators. The organization operated reactively, producing one-off content without cohesive messaging. Senate meetings consumed excessive time, and there was misalignment on organizational vision and communication priorities.
Research
Conducted extensive stakeholder interviews using a heuristic analysis framework — each senator was asked the same sets of questions to surface roadblocks and needed resources. Over 100 hours of interviews mapped senator pain points.
A university-wide survey was distributed to roughly 40,000 students, requiring approval from the Dean, President, and Vice President.
Process
Developed a “Legislative Flow” framework addressing structural inefficiencies. Hired and directed a design team while shifting the organization from reactive, one-off content to a macro-level content strategy. Implemented a visual identity refresh including logo redesign and standardized merchandise.
Outcome
Weekly senate meetings dropped from 7 hours to 2. Messaging became consistent across social media, town-hall announcements, and campus outreach. Branded merchandise (water bottles, umbrellas) and a renewed visual identity improved organizational visibility.
