Branding

baseline shift

Baseline Shift welcomes industry experts and Reading alumni alike into the University of Reading to give inspiring talks to students of all years, allowing them to see how the guest speaker has progressed in their design career. Acknowledging their key insights in how they’ve overcome career challenges and the biggest do’s and don’ts for future designers. Baseline Shift gives students a platform where they can ask questions to design professionals, encouraging them to build their network and consider various design paths they have not thought about so far.

I had the opportunity to work with Refugee Support Group, a Reading based charity that supports people seeking sanctuary. They were looking for new ways to raise awareness of their updated name and strengthen their visibility with statutory funders. I was selected alongside another designer to help shape that communication.

As part of a collaborative project, six social media posts and a short animation were developed to highlight the impact of the organisation's services and encourage continued support from partner organisations. The project pushed me to grow creatively as I explored videography, photography and illustration. This experience also allowed me to learn how to navigate professional relationships within the circle of design.

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Colourful bowl of nutritious vegetables
Fresh prepared vegetable meal on a board

aims

  • Creating printed media and social which are clear and consistent in content to ensure students received the correct information in a professional manner.

  • To provide a timetable of guest speakers who are aligned with student’s current modules or with a diverse design career.

  • Show a dominance on the student-led typography page, through physical posts, stories and reels.

  • Keep students updated on Baseline Shift changes, e.g. speaker cancellations.

approach

On the second year of working on Baseline Shift, I took on the role of project facilitator which significantly enhanced my communication skills and leadership skills, especially when coordinating and contacting proposed speakers. Taking the initiative to curate a diverse lineup of speakers was an essential first task for the success of the rebrand of Baseline Shift due to the noticeable decline in talks this year.

Compiling a list of speakers with the new team and as appointed team leader was an important task in establishing a balanced leadership approach that would assist the team with clarity and intention without becoming overly directive. This challenge was overcome through our initial discussion of the team’s key strengths, allowing us to immediately define each other’s responsibilities in the upcoming weeks when looking at speakers.

reflection

Working on Baseline Shift for over two years significantly improved my communication and writing skills, particularly in collaborating with designers and drafting blog posts. It also illustrated the importance of LinkedIn connections for beginners in the design industry. Hosting sessions enhanced my confidence and refined my tone of voice, allowing me to adapt my communication style when engaging with professionals.

Colourful bowl of nutritious vegetables
Colourful bowl of nutritious vegetables

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