January 2019, I founded O Cappella, an a cappella student group for musical creatives performing as an ensemble. It was immediately apparent that we needed an awareness campaign to facilitate recruitment of new members and garnering an audience for future performances.

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I understood that a memorable visual identity would contribute significantly to generating awareness for the group. Hence, as co-leader I performed the role of founding brand designer, creating a library of brand elements and establishing a standard for future designers to create brand aligned visual content across our visual touch points.