Edmonds' Cafe
Comprehensive social media management and brand development for UC Berkeley's campus cafe, driving engagement and community growth.
Project Goals & Results
Goals: Increase engagement and reach, focused on targeting UC Berkeley students
Results: Gained 300% follower growth and built a community that includes I-House residents, fraternities and sororities!
Social Media Marketing Strategy
Content Evolution: Before & After
Before
Corporate aesthetic with product-focused content
After
Bright, casual, and people-focused approach
Content Strategy Shift: Revamped reel content to be more people-focused and comedic. We also focused on making collaborative posts with our cafe partners and other campus organizations to gain more reach. This marketing strategy has allowed us to consistently reach over 1,000+ views on all our videos.
Brand Transformation
Steered away from corporate vibes and focused on our niche - UC Berkeley students and Berkeley locals. By shifting to more comedic and more bright, casual graphics, we've created a more inviting page that has made students more engaged in our content.
👥 People-Focused Content
Shifted from product-only shots to engaging, relatable content featuring students and community
🤝 Collaborative Posts
Partnered with campus organizations and cafe partners to expand reach
😄 Comedic Approach
Created entertaining, shareable content that resonates with college students
📊 Consistent Performance
Achieved 1,000+ views on all video content through strategic content planning
Merchandise Design
Edmonds Stickers - Original Ideas
Designed a collection of fun, branded stickers that represent the cafe's personality and appeal to the UC Berkeley student community.
Final Approved Mockups
After review and feedback from Edmonds' Cafe, finalized the sticker designs for production.
Graphic Design
Operational & Advertisement Graphics
Created comprehensive graphics for Edmonds Cafe advertisements and operational signage, including:
- Seasonal hours announcements
- Event promotions (Happy Hour, Meet Your Neighbor)
- Tournament brackets and competition graphics
- Hiring announcements
- Collaboration event graphics
Collaboration Campaign: Third Culture Bakery
Countdown Series
Designed a 4-day countdown campaign for the Edmonds x Third Culture Bakery collaboration launch party, building anticipation and excitement among students.
Each graphic in the series highlighted different aspects of the collaboration, from the number of mochi muffin flavors to the launch details, creating a cohesive visual story leading up to the event.
Impact & Key Achievements
- 300% follower growth across social media platforms
- Consistently achieved 1,000+ views on video content
- Built engaged community including I-House residents, Greek life, and local students
- Successfully shifted brand identity from corporate to approachable and student-friendly
- Created comprehensive visual identity including graphics, merchandise, and campaign materials
- Executed successful collaborative campaigns with campus partners