Role: President & Executive Director
Problem
As the president of the FIU Honors College Fashion Club, the core challenge was building a recognizable, cohesive brand identity from for an inactive student organization that didn't yet have one — while simultaneously establishing consistent content that would attract fashion-forward students at a university without any dedicated fashion program. The goal was to position HCFC as a legitimate professional and creative organization, not just a student club.
The Process
The rebrand began with developing full brand guidelines covering logo variations, a color palette of elegant neutrals accented with muted turquoise and warm brown tones, and a dual-font typography system pairing Horizon for editorial impact with Tex Gyre Bonum for refined readability. Two distinct logo marks were designed — a safety pin monogram and a textile-letter version — giving the club visual flexibility across digital and print contexts. Social strategy was built around recurring content pillars including Fashion Fact Friday, street style highlight reels, and event-specific flyers, all designed to mix educational value with community personality. Events ranged from the Holiday Potluck with a DIY ugly sweater activation to the "Tailoring Careers in Fashion" panel, each with custom branded collateral.
Outcome & Impact
The club launched with a fully documented brand system, doubling Instagram following within 3 months, and a semester of programming that included panel events, social series, and community-building activations — building membership and visibility within FIU's Honors to double its numbers.
Challenges & Lessons
Building a brand identity with no budget, no precedent, and no institutional design support meant every creative decision had to justify itself twice — once aesthetically and once strategically. The biggest lesson was that consistency matters more than perfection early on; a recognizable visual language across flyers, reels, and social posts did more for the club's credibility than any single polished piece could have on its own.