Type
Work Experience
Duty
UX Designer
Team
Markting Manager
Web Designer
Web Developer
Time
2025
Project Background
The 20th in2025 Campaign was launched by Berkeley’s Sutardja Center for Entrepreneurship and Technology (SCET) to celebrate its 20th anniversary. The campaign aimed to highlight SCET’s achievements in fostering innovation, entrepreneurship, and practical skills among students. As the lead designer, I was responsible for creating a cohesive visual identity, designing the campaign website, and producing promotional materials to engage the community and showcase SCET’s impact.
Delivers
Website Design & Development
Created a fully responsive website with 5 core pages. Led the UX/UI design process, ensuring an intuitive and modern interface that aligned with SCET’s innovative ethos.
Brand Identity Design
Designed 40 banners displayed on campus light poles, each featuring dynamic visuals and messaging to attract student and community attention.
Promotional Material Design
Designed the official campaign logo, which was applied across various merchandise, including apparel, stickers, tote bags, and water bottles, ensuring consistent brand representation.
Goal
Emphasizing student stories to create emotional connections with donors.
Highlighting transparency in how funds would be used to build trust.
Using visually engaging designs to capture attention and convey the impact of donations.
Website Design & Development
Information Architecture
Understand the campaign’s objectives and target audience.
Pain Points
Role
Goals
UX Designer
Bridge user needs + business goals
Balancing creativity with technical constraints
Marketing Team
Boost engagement, align with brand
Limited resources for content creation
Donors
See fund impact, trust SCET
Lack of transparency in how funds are used
Students
Showcase projects, gain visibility
Hard to stand out in crowded feeds
Analyzed 10+ academic campaign sites, noting
Animation & Clear priorities
Put their fundraising stories at the center of this site.
“Big” and “Bold” are baked into the big sky shots of the campus and surrounding mountains.
Noted for: An emotional, inspiring campaign video and bold site design
Nice use of split screen text and imagery, breaks down and serves up the initiatives into verb themes (innovates, connects, transforms, etc.)
It provides a great, at-a-glance overview of the campaign. The brush stroke motif on the animated pie chart adds visual interest, avoiding a cold, data-heavy feel.
Progress bars for each fund, an ability to give right from the index page, and a clear dollar goal.
Different navigation structure
The entire website has clear navigation, as well as shortcuts on how to donate, improving access to information
Campaign overview is particularly engaging and dynamic using large images, bold headlines, and parallax scrolling.
like the idea of “Find Your Cause” as the organizing principal for the Schools and Initiatives page. It acts as a nice index to the individual giving opportunities.
The president's warm, inviting message—paired with a casual photo and “One Last Thank You” headline—creates a sense of intimacy with donors.
About SCET
Resources
Home
Hero Section:
Main Campaign Title: "Celebrate and Sustain SCET"
Subheading: Empowering Innovators to Positively Change the World
Call-to-Action Buttons: Give Now (primary)
Learn More About Our Mission
Featured Stories:
Top content highlights from key categories (Breaking the Mold, Blog, Alumni Game Changers, etc.)
Impact Section:
Showcase SCET’s success stories, achievements, and milestones in numbers.
Mission & Vision:
Overview of SCET’s mission to empower innovators.
SCET History:
Timeline of SCET’s 20 years, key milestones, and impact.
SCET Impact:
Success stories from SCET alumni, case studies, and metrics.
Staff Portrait Gallery
Leadership people from SCET
Upcoming Events:
Feature upcoming events like the 20th Anniversary and Product Highlights Showcase.
Call to Action: RSVP or learn more about events.
Get Involved:
Donate to SCET: Link to the donation page for the $2M or $2.025M campaign.
Become a Mentor: Opportunity for alumni to mentor new students.
Join Our Community: Links to alumni network, partnerships, and volunteer opportunities.
Resources:
SCET Courses and programs.
Alumni success stories and SCET blog updates.
Web Design
Berkeley Blue
002676
California Gold
FDB515
Gold Dark
FC9313
White
FFFFFF
Logo Design
Bridging Heritage & Modernity
Blending Berkeley’s iconic architecture with minimalist design, I created a logo that reflects SCET’s legacy while embracing innovation. The mark merges geometric simplicity with the campus’s historic Campanile, symbolizing the intersection of tradition and forward-thinking entrepreneurship.
Promotional Swag Design
Banner Design
Strategic Visibility & Inclusive Design
Designed 35 banners for high-traffic campus zones by first testing 5 templates—selecting a focused, image-friendly layout to avoid awkward cropping. Conducted on-site flow analysis to map student movement, ensuring banners were placed for maximum visibility and impact, effectively showcasing student innovation and SCET’s entrepreneurial spirit.
Mindset Matters
Mindset Matters
empower.berkeley.edu
Photo-Friendly Framework
Consistent Visual Hierarchy
Standardized headshot sizes and eye-level alignment across all banners to create visual cohesion when displayed together.
Portrait
Confident
Professional
Inspirational
Intentional Imagery Curation
Individual portraits to highlight student confidence and leadership.
Group photos to emphasize collaboration and community support.
Hopeful
Dynamic
Engaging
Welcoming
Production-Aware Layouts
Added 15% bleed margins and critical content padding to accommodate physical banner grommets/installation, ensuring no focal elements were lost post-crop.
Group photo
Supportive
Celebratory
Collaborative
Got a challenge?
I’m ready to design the solution
Site Map
Contact Me
Site Map
Contact Me
Got a challenge?
I’m ready to design the solution