Blockchain @ Berkeley
A student organization building products, communities, and partnerships across the blockchain ecosystem.
I worked across marketing, design, and client strategy. I managed the organization's Instagram and broader visual presence, while also sourcing and leading two client projects for BDAX and Brookwell.
Problem
Blockchain products are often difficult to understand, and early-stage teams frequently lack the design systems and product clarity needed to communicate their value. Internally, Blockchain at Berkeley also needed a more consistent social presence that could make its work feel accessible to students outside the industry.
Outcome
I redesigned the organization's Instagram presence and established a new visual identity. I also sourced client engagements and led teams across two paid projects: developing BDAX's brand and website, and designing Brookwell's mobile product experience.
My role
Head of Design, Head of Marketing
Timeline
January 2024 - May 2026
Team
Leading 13+ designers and training new designers with custom curriculum
Tools
Figma
Final product
Instagram feed
Merchandise
BDAX
Brookwell
Impact
My marketing work increased social engagement by 30% and helped double application rates from the previous semester, expanding the club's reach and capacity for future projects. I also managed 13 designers across two client engagements, giving student designers hands-on experience while delivering stronger brands and digital products for BDAX and Brookwell.
Reflection
Blockchain at Berkeley taught me that leading a design team is completely different from simply contributing to one. With more ownership, I was able to give designers greater agency, encourage more participation, and create opportunities for them to take real initiative rather than just execute assigned work.
The design department had previously been relatively low-key, so it was rewarding to help build more energy and ambition around it. Seeing members go on to regularly win hackathons has been one of the coolest outcomes. The experience taught me how to balance creative direction with trust, give people enough structure to succeed, and build a team culture where designers feel confident taking ownership.