Branding Men of Principle

2017 — For the calendar year 2016, I served as President of the Beta Upsilon Chapter of Beta Theta Pi.

I initiated a massive overhaul and rebranding of the chapter identity — from our apparel to our digital footprint — where none previously existed.

As a result, during my term in leadership, the chapter saw unprecedented growth in membership and engagement.

01 Overview

Problem Statement

The chapter was lacking a distinct and modern graphic identity to unify the house and inspire membership.

Official Graphic Identity

02 New Graphic Identity


I wanted to keep the iconic dragon to pay tribute to the history of Beta Theta Pi, but use it boldly. I decided a circular identity would symbolize unity and strength. I chose a strong sans-serif font to inspire moderninity and growth.

03 Apparel


Designed recruitment shirts and quarter-zip apparel for chapter membership.

04 Digital Brand


Redesigned homepage,, from scratch, adding in dynamic content and features.

Digital Identity

Developed a set of branding assets for Facebook, print posters, business cards, and a Snapchat filter.

05 Philanthropy


Spearheaded a new philanthropy initiative and raised a record-breaking $1,503.00 for the Greater Boston Food Bank.


Developed all branding for the philanthropy campaign, including a life-sized check presented to the organization.

06 Result


As President, I created the vision for the future of the chapter, starting with a new graphic identity.


Led chapter to record-breaking recruitment by 150%
Spearheaded new philanthropy raising a record $1,500+
Managed executive team of 8 Vice Presidents and 7 chairmen with annual budget of $250K+


Case Study
Digital & Print Identities
Logo Design
Promotional Material
Web Design