Challenge: Rebuild the out of date, "Cal Women's Basketball" brand to become relevant and recognized in the competitive NCAA College Sports market
Contribution: Led the transformation of Cal Women’s Basketball’s brand identity and creative strategy, elevating its presence in college sports.
The Results
1. New Art Direction leading to a Revitalized Brand Presence
Attracted new audiences with a bold art direction that revitalized and modernized the brand as an up-and-comer in the college sports market.
2. Exploded Social Media Growth 10x on Instagram & 30x on TikTok
Built a comprehensive and wildly effective 12 month social media plan for exponential growth. Created magnetic content, successful campaigns, and strategic collaborationsincluding viral features with Steph Curry.
3. Achieved the highest-ranked recruiting class in a decade (ESPN Top 25)
Gained from boosting brand recognition, developing innovative recruiting-marketing campaigns, and crafting in-person experiences to inspire buy-in through brand storytelling& messaging.
The Strategy Behind the Transformation
The Strategy:
New Art Direction
New Art Direction
1. Aligned Brand Identity
Cool, Gritty, Bay Area Culture & California Love.
The number one goal was to balance the concept of “Bay Area loyalty”, with the desirability and coolness of “California”. The look also needed to shift away from the “traditional” stance the university academics typically emphasizes. I developed textures and elements that captured a “gritty” attitude that matched and represented the culture of the new head coach, Charmin Smith.
2. New Graphics Package
I developed a certain visual identity for all of our content, but especially in the following for promotions around games.
The goal was to use distinct design elements that would help women basketball stand out among other sports, yet still feel a part of the Cal brand. Realism in the various textures were cohesive across the several different graphic needs.
3. Next Level Video Content
A big part of the plan in the creative direction was to expand our video content with a video director that could execute the new brand identity while also generating on trend social media videos, with cinematic storytelling. We increased video production output rapidly which was pivotal to our growth plan.
The Strategy Behind the Transformation
The Strategy:
Social Media Growth
Social Media Growth
1. Full Scale Social Media Plan
Created a content pillar framework and 12-month plan with measurable goals for posting frequency, reel creation and follow count.
2. Research, test, predict
I created goals by analyzing our direct competitors. Our plan was to be the best out of the 12 teams in our region (Pac-12 Conference). Other big name brands with 20-50k more followers (ie. UCLA, Oregon, Washington) were leading in many categories, including average video views (reels).
In just two months we surpassed them and rose to #1 in average views of our video content. The follower total grew exponentially by the 12 month and 24 month mark.
I tracked data in Keyhole and the native tools in each platform. Some important data:
Organically Tripled (3x) on Instagram (8k-24k).
Organically increased 30x on TikTok (1k to 30k).
Doubled important instagram metrics (follower rate, engagement) in my first 3 months.
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3. Collaborations & Campaigns
As part of a campaign to elevate the Cal brand and bring exposure to our star player Jayda Curry, we collaborated with Steph Curry 2 years in a row. The first was a meeting between Jayda and Steph at the warriors facility. The second was a meeting in the locker room after Steph attended a Cal vs. Stanford game.
We also picked strategic collaborations with prominent Bay Area accounts like @hyphyculture and @ballislife.
The Strategy Behind the Transformation
The Strategy:
Recruiting Rebrand
Recruiting Rebrand
1. Rebranded every piece of creative material for a year long recruiting campaign.
The “Golden Ticket” is a project I spearheaded as a rebrand. The former campaign was outdated and mostly dominated by text. I created the graphic based series and logo in conjunction with the needs of the coaching staff.
This recruiting campaign serves as the foremost touchpoint for coaches to communicate with prospective players. It is sent through the mail, and represents 20 of the most important themes about the Cal experience.
Special Brand Messaging
We also rolled out special brand messaging to recruits in video and graphic storytelling, this is one example "Build it" Narrated by Alumni and NFL player, Marshawn Lynch (creative direction and co-writer on scripting).
2. Create Custom Experiences + Photoshoot & Videoshoots
Strategized custom content based on recruits interests, and other creative themes. As well as in-person photoshoots for top recruits, and how to make them look cool and unique. Especially different from other competitors.
