KPG CAL
Social Media Director
About
KPG is UC Berkeley’s premier K-Pop dance team, posting weekly YouTube dance covers and performing at community events around the Bay Area.
Role
Creative Direction, Graphic Design, Motion Design, Social Media Strategy
Programs
Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Premiere Pro, Figma
Overview
I aimed to expand KPG’s brand and outreach by growing its online presence and standing out among the global dance cover community.
For the past 5 semesters, I ideated different themes according to design trends and my creative liberty. I combined captivating static and motion design to enhance our brand image.
I pushed for short-form content alongside our stagnant, weekly uploads. As a result, KPG saw stats and growth that were unseen prior to my initiative.
DESIGNS
Spring 2024
Logo Transition Motion Graphic
FALL 2023 → SPRING 2024
Designed to bridge two distinct semester themes, the visual transition keeps KPG's brand cohesive while allowing each semester to have its own identity.
Personalized Instagram Story
With the graphic paired with a "KPG" sticker, team members personalized their own Instagram stories with what dances they were participating in, expanding the event publicity's reach and engagement.
Fall 2024
Spring 2025
Photoshoot Creative Direction
Through the board's photoshoot direction, we publicized upcoming showcases – all while putting faces on the team and creating a more personal connection with our audience.
Photographer Austin Wu
Fall 2025
Photographer Austin Wu
Spring 2026
Photographer Austin Wu
Challenges
Breaking traditions is never easy.
KPG’s clean, chic brand and graphics were well-established, so mixing motion design and novel campaign concepts with my creative eye meant pioneering approaches that steered the team’s identity. Pushing visuals into different creative directions, all while staying true to KPG’s brand, required iteration and risk-taking.
Social Media Strategy
Pivoting to short-form content.
KPG has always posted a YouTube video every Thursday. I introduced short-form content to our posting schedule and expanded our platforms to Instagram Reels, TikToks, and YouTube Shorts, leveraging dance trends to maximize reach and engagement.
1M Views
471.8K Accounts Reached
+1.6K Subscribers
258K Accounts Reached
Reposted by Original Artist: ATEEZ
200K Views
Reposted by Original Artist: BOYNEXTDOOR
96K views
895 shares / 1.2k saves
Impact
Real opportunities, bigger communities.
KPG’s growing presence has opened doors to real opportunities: from performing at the Oracle Arena during an SF Giants game twice and elementary schools across the Bay Area, to being commissioned for dance videos to promote new songs and upcoming concerts, and even being reposted by the original artists themselves. And, we're still going!
YouTube
2.1M views (425% increase) and 5.6M impressions since December 2023
6.8K to 9.9K subscribers – 44.8% increase
Top video hit 1M views, 471.8K accounts reached, and gained +1.6K subscribers
Post interactions grew 64.8%
65K accounts reached in 90 days (Feb - May 2026)
Top video reached 258K accounts and was reposted by the original artist
TikTok
494K views and 41K likes over the past year
Top video reached 96K views with 895 shares and 1.2K saves
Thanks for scrolling! Take a look at my other work ツ