08/2021 – 12/2021


Head of Digital Design
and Marketing


User Experience Research, Competitor Analysis, Affinity Mapping, Wireframing, Usability Testing, Prototyping, User Interface, Branding, Visual Design

Undrunk: assisting college students in developing a healthy relationship with alcohol consumption

As part of Imagical, Berkeley’s creative consulting organization, we worked with Origin of Mind clothing company to ideate new customer acquisition strategies to increase growth and social media presence while still abiding to the brand’s core message. This was especially important due to the brand’s prior reliance on in-person sales being halted due to the COVID-19 crisis, thus highlighting the importance of their digital strategy. 


Alcohol and drug overdoses have led to over 150,000 hospitalizations per year, more than gun violence and mental health issues combined. The cost of these hospitalizations now exceeds $1.2 billion per year for just 18-24-year-olds.

As college students who have experienced firsthand how alcohol overconsumption, especially amongst first time users, can impair and harm our peers. But this overconsumption is largely unintentional; students don’t have an easy way to understand, track, or reflect on their consumption.

Our Goal

Address this issue through a community-focused, safe, and long-term solution to assist students without stigmatizing alcohol consumption.


To further inform our solutions and garner a better understanding of the extremely competitive high-end fashion market, we utilized a variety of research methods to better inform our solution. This included 140+ user surveys, 15+ user interviews, competitive analyses, and a variety of secondary research. These delivered us some key insights to take forward with us into our ideation process.