Student organization branding
RocLab
At RocLab, I served as the marketing lead where I promoted Melcourses, a student-built alternative to our university’s clunky course scheduling website. Students often struggled with confusing interfaces and limited search features, so I led campaigns to highlight Melcourses' cleaner design and smarter filters as well as creating graphics and a mascot to connect with the student audience. Through targeted social media content and on-campus promotions, I helped boost visibility among the student body at UofR.
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Role: Graphic Designer
—> Marketing Lead
Tools: Canva, social platforms (Instagram & Tiktok), Procreate, Notion, Discord, Google Analytics
Status: Ongoing club with new members, carrying on the designs and products created in the past
Problem
My focus was on addressing low awareness and skepticism around using a student-built tool over the official course scheduler. With limited time and budget, I had to create compelling, trust-building content that clearly communicated Melcourses’ benefits and ease of use, all while connecting people to the Gus the mascot to create a brand people will enjoy to look back at and watch.
Work Process
I focused on clean, eye-catching graphics that mirrored the actual design of the product, so students could instantly understand what they were getting. Throughout the process, I stayed flexible, adjusting content and timing based on what was performing best and what students were saying in real time, adding casual stories to fill in gaps from post to post.
We used:
Notion to keep everything organized, delegating certain tasks to each team member and setting a clear deadline for such events (as shown on the right)
different software to edit videos, such as Adobe, Photoshop, Canva, Procreate and ScreenStudio, as we wanted to create the best campaign/designs for our audience!
Mascot Drafts
Design Priorities:
Clean and minimal aesthetic, easy to recognize at a glance (think app icon or social post thumbnail).
Strong silhouette, readable even in small sizes or on digital signage
Expressive eyes and simple features to convey emotion and personality without clutter.
Goal
We wanted to increase student usage of melcourses by building trust and awareness through student-centered messaging. From a user experience perspective, the aim was to highlight how Melcourses solved real scheduling frustrations and is relatable towards the audience, making silly stories with poll voting. Aesthetically, the marketing needed to feel clean, cute, modern and approachable—matching the product’s simple yet effective design.
Campaign
Describe the campaign direction, content pillars, visuals, captions, deliverables, timeline, or platforms used.
Results
Within the first few weeks of launching the campaign, Melcourses saw a noticeable spike in traffic and engagement. Social content highlighting key features like course filtering and visual schedules received strong shares and positive feedback, helping validate the messaging strategy.
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Overview
Use this space to explain the project background, who it was for, and what role you played. Keep it clear and portfolio-ready.