Print & Promotion, Branding & Identity
WELD Initiative
Wesleyan Experiential Learning & Discovery
Project Overview
WELD (Wesleyan Experiential Learning & Discovery) is a campus-wide initiative that connects students with hands-on learning opportunities. I designed a bold visual system to make WELD exciting, approachable, and consistent across print, digital, and event collateral. Deliverables included a program guide, logo suite, merchandise, and Discovery Days promotional materials.
Client
Wesleyan College
Role
Visual Design,
Branding,
Layout Design
Tools
Illustrator, InDesign, Photoshop
Launch Date
Spring 2024
Program Guide
The WELD document is a comprehensive guide that introduces the program and its opportunities. The challenge was making dense academic content approachable while capturing the energy of exploration.
Approach
Using a flexible grid, bold headers, and custom iconography, I kept dense information approachable while building visual energy through color and pacing.
Purpose
To serve as the flagship piece of the initiative — both informative and engaging.
Logos & Identity
The WELD brand needed to flex across formal documents and student-friendly merch.
Approach
The core logo is a gear emblem with star accents, symbolizing movement and discovery. Variants included a stacked logotype, a simplified circular mark, and illustrated versions featuring Wesleyan’s wolf mascot with a magnifying glass. Each was designed to work in specific contexts, from official reports to stickers on laptops.
Purpose
To ensure WELD had a cohesive yet flexible identity system, equally at home in professional documents and student-centered environments.
Merch and Campus Visibility
Merchandise was key to introducing WELD in a fun, student-friendly way. I developed multiple t-shirt graphics and designs for stickers and giveaways, each tying back to the visual system.
Approach
The designs leaned into bold shapes, fun motifs, and the wolf mascot to make the program feel approachable and memorable.
Purpose
To build excitement and visibility for WELD across campus through designs students wanted to wear and share.
Discovery Days
To support WELD’s themed “Discovery Days,” I designed flyers and custom badges for each day. These highlighted different types of experiential learning in a way that felt special and collectible.
Approach
Each badge used simple iconography and bright colors to differentiate the themes. I integrated them into flyers with a clear hierarchy: date, theme, and call-to-action. The designs were optimized for both print and digital campus promotion.
Purpose
To extend WELD’s presence into student life events, making each day visually distinct while reinforcing the overall program identity.
Designing for Curiosity
WELD’s design system balances structure and play. From the program guide to t-shirts and badges, every element was built to spark curiosity while keeping the message clear. By layering bold visuals with approachable branding, I helped shape WELD into more than a program — it became an identity students could connect with.
