Reimagining Carnegie Mellon's onboarding experience from a one-week orientation tool into a year-long habit-building platform used by over 10,000 students
- Client
- ScottyLabs
- My Role
- Brand Designer
- Timeline
- Jan - May 2025
- Team
- 12 Designers
Project Context
What is TartanHacks?
Tartanhacks is the largest Hackathon in Pittsburgh. Organized by ScottyLabs, it's a 24-hour in person hackathon where participants from all over the country create innovative projects.
I was in a team of other designers that created the branding and brand application for 2025’s theme: Changing Tides. This was carried out across merchandise, banners, event signage, website design, social media, stationery, and more.
Brand Guidelines
2025 Theme: Changing Tides
The branding strikes a balance between exploration and innovation. Organic, map-inspired forms suggest curiosity, discovery, and fluidity, while sharp detailing and modern typography ground the system in the precision and clarity of technology. This duality reflects TartanHacks’ identity as both a space for imaginative creativity and a hub for technical excellence.
Visual System
Event Apparel
All organizers and participants received unique branded apparel, making it easy to distinguish roles within the large event setting. The apparel fostered a sense of unity and belonging, signaling professionalism while celebrating the collective spirit of the event.
Organizers = The Anchor, foundation of the operation
Hackers = The Compass, the adventurers finding their way with their crew
Judges = The Wheel, captains of the operation and can steer hackers to success
Visual System
Event Signage
We further designed more than twenty Instagram posts to expand the reach of TartanHacks. These posts were crafted with a consistent visual identity, incorporating the brand’s color palette, typography, and thematic graphics. Our goal was to build recognition and excitement across touchpoints while keeping the content fresh and engaging.
Visual System
Event Merchednise
We further designed more than twenty Instagram posts to expand the reach of TartanHacks. These posts were crafted with a consistent visual identity, incorporating the brand’s color palette, typography, and thematic graphics. Our goal was to build recognition and excitement across touchpoints while keeping the content fresh and engaging.
Visual System
Social Media
We further designed more than twenty Instagram posts to expand the reach of TartanHacks. These posts were crafted with a consistent visual identity, incorporating the brand’s color palette, typography, and thematic graphics. Our goal was to build recognition and excitement across touchpoints while keeping the content fresh and engaging.