EAT!SFU Brand Refresh
Branding
Timeline
Fall 2025
Tools
Adobe Illustrator, Figma
Role
Senior Marketing Coordinator
Team
Evelyn Yu, Katrina Krajsek
I pitched and rebuilt a university food club’s brand strategy and visual identity. This increased recognition, leading to the club’s first collaborations with other clubs and local businesses.
I worked on the brand identity independently, but the roll-out process was assisted by the club president Katrina!
Context
People were confused between EAT!SFU and another food club, making it difficult to attract event attendees.
A disorganized set of graphics makes it difficult for people to recognize the brand.
Colors need enough contrast to be functional and accessible.
When using big graphics, bold display fonts are more distracting than complementary.
Design Decisions
I focused on communicating our club’s values of warmth, inclusivity and fun. In addition, I designed our visuals to preserve the brand equity of the original brand, and be distinct from other clubs on campus.
Original fruit characters embodied the club’s values, while also creating a through-line across all marketing material
Refining the orange and green color palette allowed more versatility and accessibility (compliance with WACG guidelines).
Simplifying the typography system to 2 warm sans serif fonts increased legibility.
Solution
Implementing the refreshed brand identity strengthened our brand image, leading to the club’s first collaborations with other clubs and local businesses. I also created brand guidelines, as well as a Figma and brand onboarding package for future designers at the club.
Takeaways
Testing graphic elements in different contexts and applications is important for developing rules for brand usage.
Consider the logistics of transitioning to a new system! The club didn’t have the budget to change the logo on physical merchandise, so I placed a brown stroke around the logo to match it with the new look.
Wanna see more?
This is just an overview of the design process. Email me to hear the full story!