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USC Formula Electric
USC Formula Electric
Launched a rebrand campaign for a collegiate engineering racing team. Directed media, design, and branding.
Launched a rebrand campaign for a collegiate engineering racing team. Directed media, design, and branding.
Hats I wore
Brand Designer + Manager
Design Lead
Web Designer
3D Artist
Timeline
September 2024 — January 2025
Sep 2024 — Jan 2025
Skills
Social Media
Management
Design Strategy
Branding
3D Rendering
Team
Visual Design:
Caroline Yim, Christy Li
Photography:
Justin Zhu
Media Manager:
Arianna Sanabria
Video Director:
Johnny Sheng
Videographer:
Eric Ceballos
Editor:
Lauryn Hsueh
Who?
Who?
University of Southern California’s Formula Electric team designs, manufactures, and races high performance electric vehicles to compete with colleges from around the globe.
University of Southern California’s Formula Electric team designs, manufactures, and races high performance electric vehicles to compete with colleges from around the globe.
The Fat Issue
The Fat Issue
But no one knew about them.
But no one knew about them.
As an engineering team, they focused mainly on optimizing designs, but the team struggled to attract new members and get sponsors. Their brand identity as a team was flimsy and did not represent the team at all.
As an engineering team, they focused mainly on optimizing designs, but the team struggled to attract new members and get sponsors. Their brand identity as a team was flimsy and did not represent the team at all.
Goal
Goal
My mission was to design a professional brand identity suitable for an engineering team, expand media presence, and align all visual material with the brand to bolster recruitment and funding.
My mission was to design a professional brand identity suitable for an engineering team, expand media presence, and align all visual material with the brand to bolster recruitment and funding.
Before
Before
The cartoony logo defeats the professionalism that the team demands. "A joke" is how non-members and members alike described it. This would cause companies to shy away from partnerships and damage recruitment.
Instagram was inconsistent and didn't visually align with their voice at all. They weren't catered to any audience.
Website was unfinished but published. The cartoony unseriousness would damage the team's reputation to interested parties. "Having something up online" wasn't the answer here.
The cartoony logo defeats the professionalism that the team demands. "A joke" is how non-members and members alike described it. This would cause companies to shy away from partnerships and damage recruitment.
Instagram was inconsistent and didn't visually align with their voice at all. They weren't catered to any audience.
Website was unfinished but published. The cartoony unseriousness would damage the team's reputation to interested parties. "Having something up online" wasn't the answer here.
Let's build a new foundation
Let's build a new foundation
After
After
Cohesive brand identity guidelines that aligned with their tone and would attract new members as well as industry partners.
Brand identity alignment across all assets:
merch
website
onboarding material
internal documentation/presentation templates
funding proposals
sponsorship portfolio
social media.
Stronger online presence with complete website and Instagram.
A full media team.
Cohesive brand identity guidelines that aligned with their tone and would attract new members as well as industry partners.
Brand identity alignment across all assets:
merch
website
onboarding material
internal documentation/presentation templates
funding proposals
sponsorship portfolio
social media.
Stronger online presence with complete website and Instagram.
A full media team.
Brand Guidelines
Brand Guidelines
Awesome like Space X
Exciting like F1
Awesome like Space X Exciting like F1
Awesome like Space X Exciting like F1
My mission was to establish a clear brand identity that was attractive to potential industry partners, different from other racing teams, and representative of the team.
My mission was to establish a clear brand identity that was attractive to potential industry partners, different from other racing teams, and representative of the team.
Logo Design
Logo Design
Before
Before
After
After
Why Brand Guidelines?
Why Brand Guidelines?
Typically, student-run organizations don’t spend the effort to create brand guidelines. However, having it on hand keeps the organization’s identity and presentation consistent in the long term; making social media posts, slideshows, and car decals becomes easier.
Typically, student-run organizations don’t spend the effort to create brand guidelines. However, having it on hand keeps the organization’s identity and presentation consistent in the long term; making social media posts, slideshows, and car decals becomes easier.
Brand Guidelines - Sample Pages
Brand Guidelines - Sample Pages
How do we integrate branding?
How do we integrate branding?
The Team
The Team
Needed a team, so I built one.
Needed a team, so I built one.
Needed a team, so I built one.
I couldn't integrate the branding, design posts, and film media alone, so I showed people the vision, discovered their interests, and delegated roles based on their aspirations.
I couldn't integrate the branding, design posts, and film media alone, so I showed people the vision, discovered their interests, and delegated roles based on their aspirations.
1
1
Introduction to USC Formula Electric - Pages 3/5
Introduction to USC Formula Electric - Pages 3/5
The team had no way to quickly introduce themselves to potential industry partners, sponsors, and members. I designed a concise mobile-friendly slideshow to help with onboarding and outreach.
I used this slideshow to onboard designers and media production specialists while illustrating the feel of the visual identity.
The team had no way to quickly introduce themselves to potential industry partners, sponsors, and members. I designed a concise mobile-friendly slideshow to help with onboarding and outreach.
I used this slideshow to onboard designers and media production specialists while illustrating the feel of the visual identity.
2
2
Design Guidelines
Design Guidelines
I created more specific visual design guides to onboard designers.
I created more specific visual design guides to onboard designers.
3
3
Team Structure
Team Structure
i established a team structure after judging team dynamics. I met with each member individually and talked with them about their aspirations and interests. Roles were delegated according to their interests.
i established a team structure after judging team dynamics. I met with each member individually and talked with them about their aspirations and interests. Roles were delegated according to their interests.
4
4
Guidance
Guidance
I worked with the team in the beginning to ensure that designs aligned with branding and was consistent throughout. Afterwards, each member was able to take ownership of their projects.
I worked with the team in the beginning to ensure that designs aligned with branding and was consistent throughout. Afterwards, each member was able to take ownership of their projects.
Merchandise
Merchandise
I worked with Caroline Yim to design merchandise so that members could visually represent the team, but also to unify the different sub-teams. Our goal was to ensure that every member knew of the merch and to get everyone excited.
I worked with Caroline Yim to design merchandise so that members could visually represent the team, but also to unify the different sub-teams. Our goal was to ensure that every member knew of the merch and to get everyone excited.
Doubled the number of orders compared to previous years!
Doubled the number of orders compared to previous years!
Doubled the number of orders compared to previous years!
With actual designers now on the team and a visual identity that resonated with team members, orders doubled!
With actual designers now on the team and a visual identity that resonated with team members, orders doubled!
Website
Website
Before
Before
Without a functional website, it was difficult for those who were interested in the club and potential industry partners to learn more about the club. So I designed one with a member who wanted to learn UX/UI.
Without a functional website, it was difficult for those who were interested in the club and potential industry partners to learn more about the club. So I designed one with a member who wanted to learn UX/UI.
After
After
Creative freedom,
learning from each other.
Creative freedom,
learning from each other.
Creative freedom,
learning from each other.
I gave my co-designer creative freedom to design a couple pages to get the hang of Figma and UI design. We discussed design designs in meetings and asynchronously, and I not only guided them, but also learned how to maintain brand consistency and to see through a beginner's lens.
I gave my co-designer creative freedom to design a couple pages to get the hang of Figma and UI design. We discussed design designs in meetings and asynchronously, and I not only guided them, but also learned how to maintain brand consistency and to see through a beginner's lens.
Social Media
Social Media
Basic Social Media Planning
Basic Social Media Planning
The primary challenge was developing a media marketing strategy while helping the media manager see the bigger picture.
I sat down with the media manager and other team members to discuss goals and strategy.
The primary challenge was developing a media marketing strategy while helping the media manager see the bigger picture.
I sat down with the media manager and other team members to discuss goals and strategy.
Workshopping with Designers
Workshopping with Designers
I would observe the designers' perspective and creative decisions, then work with them to align it to the branding. After a few workshops, the designers were able to produce aligned results on their own.
I would observe the designers' perspective and creative decisions, then work with them to align it to the branding. After a few workshops, the designers were able to produce aligned results on their own.
Sample Instagram Posts
Sample Instagram Posts
Directed by: Johnny Sheng
Edited by: Lauren Hsueh
Filmed by: Arturo (Eric) Ceballos
Directed by: Johnny Sheng
Edited by: Lauren Hsueh
Filmed by: Arturo (Eric) Ceballos
Other Material
Other Material
Viterbi Funding Proposal
Viterbi Funding Proposal
Before
Before
mimicking other USC design team's branding
mimicking other USC design team's branding
After
After
following our distinct branding + more professional layout
following our distinct branding + more professional layout
Presentation Template
Presentation Template
Before
Before
After
After
