LA Hacks
Rebranding the largest student-organized hackathon on the west coast.
branding
web
experience
prototyping
Each year, more than 1,000 students from across the country gather at UCLA’s iconic Pauley Pavilion to learn, create, and collaborate for 36 hours straight. I was tasked with attracting more students from non-traditional backgrounds to an event that had developed an elite and exclusive reputation. As Creative Director, I led a team of designers and developers to craft a playful and inclusive identity across web, social, and print platforms.
Measureable Outcomes
+39%
increase in applications
EQUAL
50%
applicants from non-tech majors
A Playful Hack
Attracting applicants without previous coding experience led us to confront the stigma that “hacking” is only for elite computer-science majors. However, we also wanted to continue the competitive energy that attendees had grown to love in previous years. We landed on a direction featuring bright pops of color, smooth shapes, and adorable illustrations celebrating the playful side of hackathons. As a bonus, I prototyped a interactive splash page that invited them to experience the delight of diving into something new.
Attendees received branded gifts to celebrate their participation. Color-coded shirts were designated for event staff (white) and hackathon mentors (yellow) so they could be easily identified in a crowd.
Prototype of the microsite used to promote the event
Responsive site driving student applications and sponsor outreach
