Community,
made coherent.
Two Cornell organizations where I turned mission and community activity into clearer, more consistent public-facing brands and operating systems.
Building the communications foundation for a new global-impact organization.
Global Impact at Cornell is a student-led organization built around compassion, partnership, and action, supporting Agua del Pueblo's clean-water initiatives in Guatemala and Let's Share the Sun's solar-energy work in Puerto Rico.
My role
As the founding PR and Visual Lead, I developed the organization's initial communications foundation across brand identity, social media, website design, fundraising materials, recruitment assets, presentations, and promotional video — building the systems the organization needed to communicate professionally, recruit members, and begin approaching external partners.
Starting Point
As a newly established project team, GIC had a mission and logo but lacked a cohesive visual and communications system. Early materials varied in color, typography, layout, and image treatment — a gap that showed up in recruitment, fundraising, partner outreach, and day-to-day presence across Instagram, presentations, email, and the website.
Starting Point · Fragmented communications
What I Built
One communications system, not a collection of assets.
I defined the visual foundation — palette, typography, image treatment, layout conventions, and logo applications — then carried that language through every public and internal touchpoint.
A single visual language gave GIC a more credible foundation for recruitment, fundraising, external communication, and future partnership development.
The visual foundation underneath every touchpoint.
Social Media System
Redesigned Instagram into a recognizable, repeatable system for organization introductions, projects, recruitment, executive-board communication, and fundraising updates.
Website & Digital Experience
Designed the website to communicate mission, partner projects, leadership, and clear calls to action to join, learn, and support.
Fundraising & Partnerships
Created a master fundraising and partnership deck plus a branded email signature to strengthen credibility in external outreach.
Internal Communication
Built a unified master-deck system with clearer hierarchy and reusable formats for team structure, project education, fundraising, and training.
Promotional Content
Produced a promotional video highlighting GIC's mission and field-based impact, extending the visual identity into motion.
Selected Outputs
The strongest representative work — scaled by narrative importance rather than forced into one grid.
01 — Identity System
One mark, two registers.
A vectorized formal lockup and an abbreviated short mark let one identity flex across outreach, presentations, and small digital placements.
Full organization lockup
Compact short mark
02 — Social System
A repeatable social language.
A consistent visual system for introductions, project explanations, leadership, recruitment, and announcements — designed to be reused rather than reinvented.
03 — Presentation System
One deck, one hierarchy.
A master presentation language unified team structure, project education, fundraising, and training without forcing every slide into the same template.
04 — Brand Application
Consistency at the point of contact.
Branded outreach application
05 — Website Design
A digital home for the organization.
Homepage & digital experience
Organizational Readiness
A cohesive communication system connecting GIC's mission, projects, leadership, and fundraising across every channel.
Building for long-term growth
Because GIC was still in its first semester as a new project team, the priority was establishing a credible brand and communications infrastructure rather than immediately producing large-scale partnership outcomes. After completing the foundational materials, the team began sending cold outreach emails to prospective external partners. No formal pitch meetings had been secured at the time of publication, but the organization now has the brand system, website, presentation materials, and outreach assets required to support continued partnership development.
Impact
~60
New Instagram followers gained
$500+
Raised through a fundraising event
One integrated system
Social · Website · Recruitment · Fundraising · Email · Presentation · Video — a single communications infrastructure the organization can now build on.
Contribution
Visual identity development and brand-direction guidelines
Logo vectorization, refinement, and abbreviated logo applications
Instagram strategy, content design, and account management
Recruitment and executive-board communication materials
Website planning and design
Fundraising and partnership master-deck development
Presentation-template and information-hierarchy redesign
Business email-signature design
Promotional-video production
Image sourcing and visual-asset organization
Internal creative direction and team coordination
External outreach-material preparation
By building GIC's first integrated communications system, I helped transform a newly established student team into a more credible, recognizable, and partnership-ready organization.
From one-off event promotion to a cohesive Korean food & culture brand.
As President and PR / Visual Director, I lead the organization's operations, finances, event planning, and promotional strategy, and direct its visual identity across logo, Instagram, event campaigns, and participant communications — combining recognizable elements of Korean culture with a contemporary, student-focused visual style.
Best Appetizing Bites is a Cornell-based food community that introduces students to Korean food and culture through cooking events, preorders, festival activations, and fundraising initiatives.
Starting Point
Before I assumed leadership, BAB's promotional materials lacked a consistent visual system. Colors, typography, imagery, and campaign styles varied significantly between events, making it difficult to build a recognizable identity. The community also needed a more structured process for event promotion, RSVPs, member communication, external inquiries, and finances.
Why it mattered
A recognizable identity is what turns a one-off event into a community people come back to.
Starting Point · Fragmented promotion
The Rebrand
From fragmented promotion to a recognizable brand.
A refined logo and a three-part introduction system established a clearer, more contemporary Korean food & culture identity — the visible turning point for BAB.
The New Brand Experience
A more recognizable identity, stronger consistency across touchpoints, clearer event communication, and a more structured operating system behind the brand.
How the system changed
What I Changed
Active — Brand Identity
I refined BAB's logo and developed a more recognizable visual direction that could represent both Korean food culture and the organization's energetic campus community.
Campaign System
One brand, four cultural moments.
A repeatable campaign language translated Korean food, cultural moments, and current student interests into distinct but recognizably BAB executions.
01 · Janchi-guksu
Seasonal · Instagram
02 · Lunar New Year
Cultural · Instagram
03 · Chuseok
Cultural · Instagram
04 · Dubai chewy cookie
Trend-driven · Instagram
Primary campaign overview — creative concepts translated into published social campaigns.
Impact
~200
New Instagram followers gained
11%
Increase in overall event participation
20%
Increase in international student participation
−$150→+$70
From $150 deficit to $70 surplus
Contribution
Brand identity and logo development
Visual direction and campaign design
Instagram strategy and content management
Event and preorder promotion
Korean food and culture storytelling
Fundraising planning
RSVP and participant communication
Business inquiry management
Member and team coordination
Budgeting and financial oversight
End-to-end event leadership
By combining brand strategy, cultural storytelling, community engagement, and operational leadership, I helped transform BAB into a more recognizable and financially sustainable Korean food-and-culture community at Cornell.