Creating a Brand

The MHS Baking Club began as an idea between me and 3 classmates to bring people together through the experience of baking. Starting a club in a high school of over 3,500 students was no simple task.

As the marketing director, I was entrusted with crafting the identity of the club through graphic design and social media management. It was my responsibility to drive student interest, grow membership, and sustain participation rate.

My approach was to treat the baking club as a brand, just as a food company would market its brands to shoppers.

The Design

One of the first things established was the color palette. I took inspiration from the creatively open environment of the club, and extended that idea to fonts by choosing something that felt hand-crafted and thoughtful. After considering numerous baking tools, including whisks, rolling pins, and timers, I landed on the silicone spatula as the tool of the baking club.

The first element created after organizing the foundational components was the club logo. With the goal of creating a flexible and recognizable symbol, I utilized the spatula to include all the club colors in both a readable design and a compact pictorial design for documents.

Posters

We knew that in order to stand out in a sea of club posters, we would need to do something unique. The core of every club poster is the QR code, yet I noticed every QR looked identical. For the 2024-2025 poster design, I imagined a QR code composed solely of sprinkles.

The poster brought a year of success, so I decided to do something similar for the next year, but this time the QR code was made from frosting. In order to achieve this, we dyed mashed potatoes as an alternative to frosting and stuffed them into a piping bag.

Social Media

I knew that social media was often the main source of communication between clubs and their members, so a majority of marketing effort went into creating monthly social media posts for each meeting. Every meeting had a different theme, so I wanted to create eye-catching informational posts that matched the vibe of the theme while also relaying the necessary information. A total of 16 distinctive posts were made. A video showcases each post and the process behind them is coming soon.

Challengingly, Instagram posts and stories were in different aspect ratios and media types, so each post also had a corresponding vertical animated version. Accompanying music composed by myself was added to match the theme of the posts. To build a sonic identity, each story had the same chord progression, with only the instrumentation and melody changing. You can listen to all the songs from the stories.

The Club Now

At the end of our high school senior year, we handed the club off to promising new leaders who handle the club today.