CMYK Designathon

A marketing campaign to help transform the brand of a local business

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First place prize and best illustration award for the best-quality design, at the 2016 CMYK Designathon, UC Berkeley.

Project details: 6-people team, 1-day duration, I worked on the user experience and graphic design aspects of the project.


Challenge - transform the brand of a local business: community stalwart, Games of Berkeley

Games of Berkeley is one of the oldest tabletop game stores in the Bay Area. After three decades in downtown Berkeley, the store planned to move to a new location closer to the Cal campus, and was seeking marketing strategies to attract new customers while keeping old ones. In particular, the store wanted to brand itself as community hangout, with a gathering space and a full range of gaming events.



Design Process

Empathy Map



We created a primary user persona. Laura Mipsum is a freshman at Berkeley who is a little introverted but loves board games. She believes D&D shouldn’t be only for boys. So she wants to find a comfortable spot where she make new friends, hang out, and even show her family when they come to visit that this is the true essence of Berkeley.




We designed a pair of one-page posters that could be distributed around campus, with games or crossword puzzles to make them interactive. Solving the puzzles would give the user a promocode to UberEATS whenever they deliver to the new Games of Berkeley Address, encouraging students to stay longer and making this a "Stay and Play" hangout spot.



We created a low fidelity prototype of a whimsical folded-paper “fortune-teller” with a variety of reasons that people should visit the new store.


Deck of Cards

Finally, we designed a Games of Berkeley–themed deck of playing cards with icons representing the variety of games and activities at Games of Berkeley, along with store’s new address on the back of the cards.


Check out official hackathon winning news released by UC Berkeley, School of Information. :)