Phi Kappa Delta Social Club
TLDR:
Created the logo, mark, clarified colors and typography; and created a branding guide.
Posted video content with the goal of increasing engagement. This content reached over 20,000 accounts from Jan-Mar, a 15.7% increase compared to the previous 90 days. The top performing reel reached 14.2k views, and gained the account 5 new followers.
Posted daily story posts for birthdays, intramural games, and to announce other events.
My first goal in this position was to build a complete branding guide from scratch. The club’s visual identity was lacking, with colors loosely defined as “light blue” and “gold.” I worked closely with the executive officers to clarify an exact color palette, update the logo, and create a cohesive look. To further reinforce the brand, I designed a custom butterfly illustration in Adobe Illustrator inspired by imagery already meaningful to the club.
This image shows PKD’s Instagram profile at the end of my time as the Social Media Officer. I updated the account description to correct inconsistent capitalization and revised our LinkTree to better serve current members while also highlighting our other active platforms, including TikTok and Pinterest.
I designed custom highlight covers featuring our butterfly illustration and brand colors, and renamed the highlights so they looked cohesive. One of the main challenges of this role was posting content in real time with limited control over timing or context. This was especially challenging while avoiding heavy editing, but as the main goal of the account is to showcase our members and to appeal to prospective freshman considering joining the club, I found that that prioritizing authenticity and relatability contributed to the overall feel, which reflected our members well.
The most growth I saw in our socials in this position was when I posted video content. My highest performing reel was posted in April, and reached 13.9k views (over 3x the size of our student body.) The reel got 366 likes and had a 6.9% view rate increase compared to a typical reel. This was the account’s most viewed reel for 9 months and gained the account 5 new followers.
This is another reel that I made for our social media, which recieved 5.5k views.
This video was only shown to members of the club by our close friends and through being posted on Slack as a meeting reminder.
A large part of this position was informing our members of events and birthdays, which while seemingly monotonous gave me a chance to be creative in design and video within very specific restraints. Shown below are some examples of story posts I made throughout this role.
