Scope:
- Social Media Design
- Brand Identity

Role:
- Lead Designer

Objective:
Create a distinct visual identity for Ripple Effect that aligns with The Wharton Way campaign while enhancing visibility for faculty research. Design choices incorporated new campaign elements—such as shapes and typography—while maintaining a strong connection to the Wharton brand through consistent use of Wharton Blue.

Challenges:
Limited Space: Designed impactful cover art that remained legible and engaging at thumbnail scale. Early iterations prioritized headshots and titles, but evolved to focus on logo and episode names for clarity and visual consistency.
‍Differentiation: Ensured the podcast stood out in a saturated market by incorporating campaign-specific graphics and maintaining strong brand recognition.
‍Evolving Needs: Adapted the visual identity to support special series and future content strategy shifts, while keeping the design system flexible.

‍Wins:
‍Delivered a versatile branding system that scales across multiple formats and media.Supported the launch of a special series using alternate artwork while retaining core brand elements.Initiated YouTube excerpt strategy and improved team workflow with a detailed process guide.

‍Looking Ahead:
We're refining our social media approach to improve engagement and experimenting with monthly highlight clips for YouTube. The brand system is now a solid foundation for future podcast expansions and evolving campaign strategies.

Ripple Effect is a podcast that explores the real-world impact of Wharton faculty research, launched as part of the school’s new campaign, The Wharton Way.
As the digital designer, I was responsible for branding the podcast across all visual platforms—from its logo and thumbnails to motion graphics and social media content.