RUF at UNCW
A group of people sitting on the beach watching two men perform with guitars.

During college, I served with Reformed University Fellowship at UNC Wilmington as their social media manager, helping lead a rebrand of the campus ministry’s visual identity and digital presence. The project involved redesigning and refining the brand to better reflect the message and culture of the community.

Through conversations with RUF UNCW staff, it became clear there was a disconnect between their social media branding and student engagement. Their brand colors were closely tied to UNCW’s school colors. While that made sense for an on-campus ministry, UNCW is one of the least school-spirited campuses I’ve experienced. I proposed slightly muting the palette—dark teal, navy, and gold—to reflect a more coastal aesthetic that resonated with why students chose Wilmington in the first place: the beach.

I worked across photography, graphic design, and social media, using Adobe Creative Cloud to produce cross-platform content and maintain a consistent visual language. Collaboration was central to the process. I worked closely with ministry leaders and team members to ensure the updated brand remained authentic to its original message while reaching students in a clearer and more compelling way.

The rebrand resulted in measurable growth, including a 4.9% increase in reach among non-followers, a 2.5% increase in Instagram followers, a 22.3% increase in post interactions, and a 51.8% increase in engagement among new audiences. I also designed and promoted a line of merchandise that extended beyond campus and reached RUF International.

Two black T-shirts hanging on wooden hangers against a concrete wall, one front view and one back view. The front shirt has a small white logo that reads 'RUF' on the left chest. The back shirt features a white graphic of a raindrop on a landscape with a palm tree, birds, and words above and below the graphic that say 'LOVE GOD LOVE OUR NEIGHBORS EST. 2015' and 'RUF UNCW'.
A stack of paper towels with a beach-themed logo featuring a wave, palm tree, and seagulls, and text reading 'Love God Love Our Neighbors, Est. 2015, RUE JUNCTION.'
A stylized graphic of a large wave with a surfer riding it, a palm tree, and birds in the sky with text that says 'Love God Love Our Neighbors' and 'Est. 2015', along with the acronym 'RUE UNCW' at the bottom.
Group of positive, smiling students in a room with large screens showing a presentation, while other students are sitting and listening.
Text about Jesus caring, referencing John 6:1-15, with a decorative illustration of two fish on the left, and a black-and-white photo of three people singing and playing instruments at the right.
A digital collage with church-related quotes, a blurred photo of people praying, a smiling woman, and a young man in glasses and a hat.
Group of young people smiling and taking a selfie at an indoor event, with some of them wearing name tags.
A young woman with sunglasses on her head, smiling at the camera, standing on a sandy beach at sunset.
Two young people smiling and making peace signs at sunset on a beach, with houses in the background.

Merchandise Designs and Mockups:

A black and gray cap with the letters 'RUF' embroidered on the front in dark gray.

Sermon Recap Posts:

Two women shaking hands and smiling at each other, with a group of people in the background at night.