Delta Phi Lambda Sorority, Inc.
Delta Phi Lambda Sorority, Inc. (DFL) is a national collegiate fraternal organization founded at in 1998, and part of the National APIDA Panhellenic Association. Its purpose is to promote Asian awareness within their communities and leadership development for women.
PROJECT
Branding
TOOLS
- Photoshop
- Illustrator
- HTML/CSS
- WordPress
- InDesign
DELIVERABLES
- Website designs
- Graphic designs
- Logo designs
- Style/Brand guidelines
In its early years, the organization’s colors and symbols were used to define its brand. During my time as Web Director, I helped the former Vice President of External affairs develop initial brand guidelines for members and third-party vendors to ensure proper and consistent usage of sorority symbols, trademarks, and colors.
Throughout my years serving on the national board, I designed a variety of marketing materials such as websites, event flyers, t-shirts, and digital graphics. At their Midyear Convention in 2010, I presented a workshop to members about sorority branding and graphics standards.
Website Designs
The website is a valuable resource for universities and interests to learn about the sorority. Early iterations were hand-coded in HTML/CSS such as this design from 2010-2015.
In 2016, I migrated the website to WordPress for easier maintenance. The site was also reorganized to better target 3 audiences – current members, interests, and parents.
Graphic Designs
The most significant digital asset created was the sorority crest. Prior to my joining, the crest only existed as a scanned image from a pen drawing. Creating a vector version of the crest provided members with the flexibility to use the image on any item – clothing, document, etc.
In 2014, I presented to the Multi-Cultural Greek Council at UC Berkeley about expanding Delta Phi Lambda on their campus. I created this infographic to establish that there was a large pool of our target audience to find potential members.
Expansion was handled in two ways – by the national headquarters and by interest groups. To help with nationally-led expansion efforts, I created a general information flyer that could be customized depending on its usage.
Logo Designs
The Jade Times was the sorority’s national newsletter dedicated to building and strengthening relationships between members through the celebration of culture, community, education and women.
In 2016, I helped design a logo with another member, Mai Vang, to accompany the website refresh. The logo is filled with DFL symbols such as the infinity-shaped hourglass representing ‘everlasting sisterhood,’ the green sand for jade stone, and a blue rose at the base to signify the growth of each member with the sisterhood.
The Delta Phi Lambda Foundation was established in 2010 with the mission of funding scholarships, supporting philanthropic endeavors, and promoting leadership education among the women of DFL and their communities.
I provided the core element of the logo, the blue rose, while Lillie Madali (co-founder of the foundation) completed the design. The rose graphic and colors are used to represent the link the foundation has to the sorority.