imagiCal

Senior Advisor
VP Marketing
Design Associate

August 2023 - May 2026

Skills

Art Direction
Brand Design
Web Design
Video Editing
Merchandise Design
Photography

Programs

Figma
Illustrator
Photoshop
Premiere Pro
After Effects
Squarespace

About

ImagiCal is UC Berkeley’s award-winning creative strategy agency and the oldest Haas-sponsored organization. We tackle real-world marketing challenges through the National Student Advertising Competition (NSAC) and client-facing consulting projects. As the VP of Marketing, I wore a variety of hats, from refreshing our website to determining the new brand identity for our recruitment campaign. I also ran our social media channels, designed our merchandise, and organized photoshoots, from shooting to post-production.

Despite our vast achievements, nobody seemed to know who we were or what we did. We had just came in 1st at NSAC the previous year, but first reactions upon this announcement were “What’s imagiCal?” Thus, my main prerogative was to make imagiCal seen, repositioning us as the top marketing club at UC Berkeley.

Riffing off the 2024 Olympics and our recent 1st Place finish, our message tapped into the cultural moment and our drive for excellence. The web refresh reinforced our professional identity and legacy, while social posts and merchandise made us seen on campus. That semester, we sourced a record-breaking number of paid projects, our first 5 figure contract, & amassed over 100k monthly views on Instagram.

Final site on imagical.club

Flyer design for our tabling campaign, utilizing our iconic teal blue and golden motifs

Wireframe ideation of our website redesign on Figma, with elements still prevelant on the final design:
A clean landing page devoid of clutter. A fun hero page illustrates our creativity with 3D elements & sleek animations.

Misc. Social Assets

On the left are some preliminary ideations for the hoodie design. I wanted the design to be eye-catching to a younger demographic, so I drew references from streetwear and design trends at the time.

The final hoodie design on our members - our signature imagiCal blue screenprinted on a black mineral-washed hoodie. Bold sans-serif contrasted against the delicate flourishes of the script font. This design encompasses the brand strategy - imploring you to turn your head as you walk down campus. Many of our club members came up to me and told me their peers asked where they could buy the hoodie!

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Charlize Chiu 趙心銘: designer, video producer, photographer Charlize Chiu 趙心銘 Designer Video Producer Photographer

Photo

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Work

Charlize Chiu 趙心銘: designer, video producer, photographer