GEECS
Overview
GEECS (Girls in Electrical Engineering and Computer Science) is a student organization dedicated to supporting and empowering women in STEM at the University of Michigan. As Marketing Officer, I redesigned the club’s branding and led a marketing committee to create engaging visual communication for events, social media, and merchandise. My goal was to build a welcoming, inclusive community in a field where women are often underrepresented.
Design Goals
Create a playful, warm, and inclusive visual identity that resonates with young women in engineering and CS.
Increase engagement on Instagram through consistent branding and event graphics.
Promote a sense of community and belonging through merch, posters, and social initiatives.
Design materials that feel accessible, fun, and representative of the club’s members.
Process
1. Understanding the Audience
I analyzed what resonated with our members and identified themes like:
playful illustrations
pastel color palettes
friendly fonts
relatable, community-centered imagery
This informed the new visual direction: fun, approachable, and intentionally non-corporate.
2. Event Branding & Posters
For each event (technical workshops, elections, celebrations), I created posters using Canva, combining:
soft colors
hand-drawn shapes
female-centered illustrations
clear visual hierarchy
This consistency made GEECS events instantly recognizable across campus.
3. Social Media Revamp
Prior to my role, GEECS posted infrequently and without consistent branding.
I led the marketing committee to:
establish a consistent posting schedule
create cohesive Instagram templates
add event highlights, stickers, and motion elements
design shareable posts for collaboration with companies like Uber
Engagement increased significantly as the brand became more vibrant and welcoming.
4. Merch & Identity
I designed stickers, hoodies, t-shirts, and bucket hats for fundraising and club identity.
I also organized a logo design competition, which boosted member participation and helped everyone feel invested in the club’s visual identity.
Reflection
Being a part of GEECS taught me how visual design can shape community identity. I learned to design not just for aesthetics, but for belonging, representation, and inclusivity. Working with a marketing team also strengthened my leadership, communication, and art direction skills. Most importantly, it showed me how thoughtful design can empower underrepresented groups in technical fields.
