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The Fashion Network (TFN), The University of Illinois Urbana-Champaign Registered Student Organization mission statement reads as follows: ‘To connect and facilitate collaboration between individuals and groups interested in fashion at the University of Illinois at Urbana-Champaign’ through Styling, Modeling, Photography, Videography, Marketing, Advertising, Writing, and Graphic Design outlets.
As the Creative Director of Design for The Fashion Network (TFN), Sims was responsible for ensuring the aesthetic visual cohesion across all creative elements, including photoshoot themes, mood boards, model outfits, publication design, social media grids, website layout, props, and set design. Sims oversaw both the volume and quality of content produced by TFN, collaborating with the Creative Team to conceptualize and execute creative strategies for the organization. While serving in this role, Sims balanced full-time studies at the University of Illinois Urbana-Champaign. During the Spring 2023 season, Sims led the design of the 11th Issue of TFN’s fashion magazine, coordinating photography, writing, and alumni interviews, while managing a team of four graphic designers. Sims directed the design process, created original templates, and provided professional critiques to guide the designers. In addition to the magazine, Sims directed all graphic design work for TFN, ensuring consistent brand identity across social media, the website, and other media platforms. This included overseeing the design of posts, stories, and reels, and collaborating with the Marketing Director to produce engaging content. Sims also directed the creative vision for TFN’s Circular Fashion Expo, photoshoots, and other major productions, dictating themes and aesthetic direction. Additionally, Sims revamped TFN's Instagram and blog with a new visual identity, significantly enhancing the organization’s online presence. Sims was responsible for the TFN branding identity revamp this SP23 semester, as she worked to update the old branding the organization has held onto since its start in 2018. This revamp included an alteration of the signature TFN logo and wordmark, the introduction of new brand typefaces that can be seen across the TFN Instagram, advertising deliverables/content, and branding in general alongside the development of establishing a well-rounded TFN Blog brand identity for the first time - creating the TFN Blog Logo from the new TFN logo & wordmark.
Sims spearheaded the design of TFN's 200+ page semesterly publication as Creative Director of Design, introducing a new brand identity that marked a departure from the traditional visual style of previous issues. She directed a team of four graphic designers, each responsible for one photoshoot theme, to produce the 11th issue of TFN's fashion magazine (SP23). Sims created original Figma templates from scratch, established deadlines, and managed schedules for each designer. She provided professional critiques and worked closely with the team to guide them through the design process. In addition, Sims took on the responsibility of manually crediting all contributors in the publication’s index, a task that involved reviewing behind-the-scenes footage and master documents to accurately identify all models, makeup artists, and stylists. She also designed the Alumni Spotlight spread, featuring an interview with Chester Wilson III, and contributed to additional spreads across the magazine, including those for the four photoshoots, Executive Board, President’s Letter, and Crediting Index. Notably, Sims made history by placing a solo male model on the cover of a TFN publication for the first time.
designed under sims' direction
designer critique & collaboration
In conjunction with the TFN branding identity revamp during the Spring 2023 semester, significant improvements were made to the TFN Instagram presence. Previously, the account lacked consistency, cohesion, and a clear visual identity, failing to engage its audience effectively. Taking the initiative, Sims led the redesign of the Instagram account, aligning it with the newly established branding identity. Sims was responsible for the design and scheduling of nearly all Instagram content throughout the Spring 2023 semester, including posts, Highlight covers, and daily Instagram Stories. She ensured the community remained well-informed about TFN’s events and updates by creating visually compelling story reminders based on the TFN Weekly Newsletter. These reminders were tailored to keep members engaged and informed, particularly those who actively use social media. Additionally, Sims developed a consistent series of Instagram Story posts promoting new TFN Blog articles, which were shared every Tuesday and Friday. These posts featured eye-catching visuals and brief writer overviews, along with direct links to the articles. Under Sims' direction, the Instagram feed, once disorganized, now showcases imagery from recent TFN photoshoots, highlighting the talented makeup artists, models, and photographers/videographers who contribute to the organization's success. This curated approach has strengthened the visual identity and engagement of the TFN Instagram, creating a more cohesive and professional social media presence.
TFN Instagram feed for SP23
TFN Instagram feed for SP23
TFN Instagram feed for SP23
previous TFN Instagram feed
Sims frequently and quickly designed/managed posting Instagram story content in Adobe InDesign and Illustrator to keep the TFN community informed of information addressed in the TFN Weekly Newsletter while obtaining a unified presence by following a specific style.
instagram story designs
adobe working files
The Fashion Network creates, organizes, and executes four photoshoots for TFN members to apply and take part in throughout the semester. The SP23 season consisted of four photoshoots; Futurism, Redefining Twiggy, Garden of Destruction, & Body Modification. These four photoshoot themes were discussed and confirmed by the TFN Creative Team (consisting of four individuals total) at the beginning of the SP23 season.
While Sims played a role in initially developing each theme with the Creative Team, as the semester unraveled itself Sims had the responsibility of designing mood boards for each photo shoot, working collaboratively with Creative Team members to discuss create execution and details for each photo shoot, design a new TFN logo to embody the new photoshoot theme at the given time period (and made this logo the Instagram profile picture at the time of the photoshoot), design & post-Instagram content communicating photoshoot information & links to important forms and documents, closely analyzed and organized photographs that derive from each shoot for graphic designers to utilize within the publication design, and assisting in directing each photoshoot.
Sims was present at 3/4 of the TFN photoshoots that were held during the SP23 semester; Futurism, Redefining Twiggy, & Garden of Destruction. At these photoshoots, she assisted in directing the overall day event and captured behind-the-scenes content for social media.
social media samples
adobe working files
moodboards
