BERKELEY LEGENDS
role
Marketing Lead
august 2021 - january 2023
copywriting
As the Marketing Lead for Berkeley Legends, I was in charge of
keeping our club up to date on events such as hangouts, tournaments, and more,
as well as advertising events to people outside of our club.
Using puns and hidden references to the video games, I crafted creative promotions to encourage participation, engagement, and awareness of our club.
I marketed each event on a variety of social media platforms,
utilizing Discord, Instagram, Twitter, Facebook, Mailchimp, and more.
I was also our lead (and only) copyeditor, mentoring the people on my team and teaching them how to align their voices with our audience.
Click the images below to check out posts I've made for various events.
graphic design
I created and posted unique content for all of our social media platforms to engage our audience of over 2,100 in new and memorable ways. Whether it's crafting memes to advertise for an upcoming tournament, polls to facilitate playful debate, or the first-ever Berkeley Legends personality quiz (featuring members of the executive board), I have extensive experience in making themed content designed to connect and engage. See examples of my work and an explanation of my thought process for each one below.
executive board
and intern intros
After interviewing club members, I realized that not many people knew the executive board. To remedy this, I started a series of graphics designed to help club members familiarize themselves with club leadership as well as lend insight to the origin stories of our executive board members. I chose a popular skin line from League of Legends (Spirit Blossom) as the basis for the palette and theme of the series, using recognizable backgrounds from the skin line to match each board member's profile. Each "part" of the series features a different champion who also has a Spirit Blossom skin to keep things exciting and to help differentiate between parts. In designing the series, I wanted it to be easy to read and informative, so I included basic information like class and major in addition to more in-depth, personalized questions like "Why did you join Berkeley Legends?" The series ultimately helped boost interest in executive board as well as the club overall.
In addition to creating the Exec and Intern Intros, I wanted to take a more playful and interactive approach to introducing the executive board to the club community. As a result, I decided to make a personality quiz using 5 of our executive board members. For the theme, I settled on using KDA, a fictional kpop girl group that uses champions from League of Legends. I did this so that I could compare each of the board members to a member of KDA, making each quiz result unique and tailored to the reader.
executive board
personality quiz
I made this personality quiz as a part of my venture to create unique content for our Instagram platform. I planned, created, and executed the entire project, including brainstorming questions and answers, designing the slides, and more. I also animated some slides, including the title and results, to give them more emphasis.
announcement graphics
I was a key part of the development and execution of a new club event, "Gamers Touch Grass." As a video game club, it's common for our events to be held virtually so that as many people as possible can join in, wherever they may be. However, we also wanted to cultivate in person interactions, so we decided to host an hangout that would encourage our members to get together and play a variety of field games, including soccer, volleyball, spikeball, frisbee, and more. I created the announcement graphic (see first picture) using a splash art from League of Legends as well as a variety of special effects to create a sporty and energetic feel. For the palette, I utilized bright, bold colors found within the background image to attract a reader's attention. During the event itself, I took pictures and videos and posted them on our club Instagram story to encourage participation and stir up excitement for future events.
At the end of the fall semester, our club hosted a banquet for members of our Championship system. I was in charge of creating the announcement graphic (see second picture), which I made utilizing Photoshop and Canva. I chose a splash art from League of Legends similar to a banquet, then drew on top of the background in Photoshop and added a font I created myself to finish off the image.
Legends of Runeterra (LOR) tournament memes
Because most of our marketing currently relies on a simple recipe of "announcement graphic + copywriting," I wanted to branch out and explore different ways to market the same event. Many companies already target their Gen Z audiences via custom-made memes, so why couldn't I? I decided to make my own memes using card art from the game, Legends of Runeterra (LOR) to advertise for our upcoming first-time ever LOR tournament. The card art in LOR is widely known to be extremely detailed, diverse, and fun, so I had a lot of content to work with.
The main thing I focused on was making the memes relatable and humorous, yet still professional and encouraging people to sign up for the tournament. I also interviewed one of the developers of the tournament and used his quotes to help add a lighthearted flair. I ended up creating several memes that I posted across our social media platforms with a positive response from the community.
