GreekMate
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Summer 2025 - Present
In progress
Industry
Technology & Communication
Company
Greekmate
Tools
Figma, Adobe Illustrator,
Framer, Tally Forms, Excel
Skills
Greekmate
Embark on a visual transformation journey as we integrate captivating isometric infographics into the fabric of your rebranding initiative.
What's the problem?
After launching to select schools in 2025, the team recognized that while the platform performed well technically, its visual identity and marketing presence didn’t match its product quality. Much of the initial branding, UI, and copy had been generated quickly with AI to meet early deadlines. I was brought on to develop a refined visual identity and customer-facing design system to strengthen the brand ahead of a broader sales push in spring/summer 2026.
Redesigning
the logo
Setting the foundation for a Recognizable Brand
The founder, Devin, wanted to start by reworking GreekMate’s logo. The original design didn’t reflect the brand—it was generic, lacked meaning, and was originally AI-generated during the early stages of the product. Devin wanted something that felt recognizable, modern, and appealing to college students, while also representing a legitimate, growing platform for Greek-life organizations.
Old Logo
Ideating and Exploring
Getting concrete ideas
To find a new direction, I started with a word association exercise with the founders and some of the organizations already using GreekMate. I asked how they wanted the brand to feel and what kind of impression it should leave. Words like trust, connection, and professionalism came up the most.
Using those ideas, I built a single moodboard that set the visual tone for the redesign. It focused on clean shapes, tech-inspired structure, and a sense of simplicity that still felt energetic and student-friendly. This became the foundation for the next step—sketching and exploring early logo concepts with the founder.
From the word association, three ideas stood out: trust, connection, and professionalism. These themes helped shape the tone for the logo. Rather than referencing Greek symbols, we focused on something modern and simple that could grow with the product. With that direction, I began sketching with the founder to explore early concepts.
"Trust"
"Connection"
"Professionalism"
First Iterations
The first logo explorations started with quick sketches and conversations with the founder. We focused on creating distinct shapes that reflected the brand’s personality and direction. Once a few ideas stood out, I refined them in Illustrator to make the concepts clean, balanced, and ready for digital testing.
Logo Testing
Procedure
We conducted a logo testing survey using Tally Forms. The survey gathered responses from 36 college students aged 18–22, representing the app’s core audience of fraternity and sorority members. Participants were shown eight logo concepts and asked three questions:
Which logo caught their attention first
Which logo best represented the brand
Which logo was their personal favorite
The goal was to collect both quantitative and qualitative feedback on first impressions, perceived brand fit, and overall preference. This process helped validate design decisions with real users and identify which logos resonated most with GreekMate’s audience before finalizing a direction.
Link to survey: https://tally.so/r/m6XpJJ
Results
First Glance: 19%
Best Fit: 17%
Favorite: 28%
Total Engagement: 64% combined
28% of participants chose this as their favorite. Balanced, modern, and trustworthy.
First Glance: 25%
Best Fit: 17%
Favorite: 22%
Total Engagement: 64% combined
Drew the most attention on first glance (25%). Clean, dynamic symbol that stood out immediately.
First Glance: 11%
Best Fit: 21%
Favorite: 14%
Total Engagement: 46% combined
21% saw it as best fit for GreekMate; conceptually strongest
Logos 5 and 6 emerged as clear frontrunners, each earning 64% total engagement. Logo 6 was chosen as the final direction for refinement based on its strong emotional resonance and balanced appeal.
Translating the Brand to Web
Design Goals and Focus
After finalizing the new visual direction and logo, the next step was to apply the updated identity to GreekMate’s website. The goal was to design a landing experience that feels modern, trustworthy, and aligned with the brand’s refreshed tone—while driving measurable engagement through clearer hierarchy and a stronger call to action.
The redesign process began with the hero section, aiming to increase clicks, sales, and, most importantly, guide users toward scheduling a demo. The website is still in progress as layouts and messaging continue to be refined based on testing and feedback.
