On Call Café
I led the brand development and strategy of Stanford's fastest-growing student organization.
🔧 Skills: Brand, Graphic Design, Marketing
👩💻 Type: Entrepreneurship
⏰ Timeline: September 2023 - Present
Overview and Brand Philosophy
I lead a team of four designers to create the entire visual identity of On Call.
I built the On Call brand around themes of collegiate nostalgia, playfulness, and warmth. The name is a nod to iconic Resident Assistant-hosted dorm hangouts at Stanford. It is meant to evoke warmth, home, and reliability—always there when campus needs it.
Sub-Brands
For Valentine’s Day 2024—a week of iconic events at On Call (including lots of speed dating!)—we refreshed the brand with a Love, On Call theme. Inspired by mystery, mystique, and the allure of invitation, we created custom merch, postcards, stickers, and a full marketing campaign for our grand re-opening.
Impact & Lessons
Since 2023, we’ve sold over 500 hoodies and hats, making up 30% of On Call’s revenue. Our merch is now stocked in the student store. I built On Call’s visual identity from the ground up—turning an idea into a brand—and I’m proud of how far it’s come.
Pear VC
For Pear VC, I developed brand guidelines and sub-brand logos, defining colors, fonts, and slide formats.
