The Challenge: Outgrowing the Student Club Look
UBC BizTech is a massive club, but its visual identity was stuck in a "2022 Corporate" aesthetic that felt safe and dated. To lead the tech conversation on campus, we needed a brand that felt like The Frontier, not a textbook.
Inspired by the dark-mode grit of Cursor, Vercel, and OpenAI, I spearheaded a total visual reset.
The Aesthetic Anchor: I moved the brand toward a high-contrast, professional "Big Tech" feel—utilizing sleek grids and a minimalist palette inspired by Apple's dark mode.
Systemizing Success Through Data
I developed a comprehensive Design System to ensure this premium look remained consistent as it scaled across the club’s 100+ members and dozens of social platforms. I also utilized heat maps and Microsoft Clarity to find heat points and utilize those to bring important content forward.
The Results
Immediate impact: the site generated a sponsor lead through the new contact flow — proof the new structure works for external partners.
Team recognition: received multiple compliments and a public shout-out from the BizTech president; dev team collaborated on a major debugging session to stabilize the launch.
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