[Project Overview]

Queen’s University Belfast’s Afro-Caribbean Society is a student-run organisation which aims to enhance the university experience through its dedication to exploring African and Caribbean culture and celebrating African and Caribbean students at the university while fostering an inclusive and supportive community for students across the university.

During the 2024–2025 academic year, I served as both Creative Director and Wellbeing Officer, leading the society's visual identity while contributing to the planning and delivery of its cultural, educational, and social initiatives.


[My Role]

As Creative Director, I was responsible for shaping the society's visual identity across both digital and physical platforms. I led all event photography, collaborated with the Social Media Officer to establish a cohesive visual aesthetic, and designed promotional materials including Instagram content, event graphics, and posters.

Beyond design, I worked closely with the President and Events Officer to develop event concepts and themes, ensuring that our branding, communications, and programming reflected the society's mission and resonated with our members.



[The Challenge]


Like many student organisations, the committee had to navigate competing schedules, differing perspectives, and the realities of balancing voluntary leadership with academic commitments.

However, we also inherited a society facing significant financial constraints and low student engagement. African and Caribbean students represented an estimated 1–2% of the university population, making it challenging to grow membership and sustain events. Limited funding also restricted our ability to deliver many of the cultural and educational programs we envisioned.






[The Approach]
Rather than relying solely on traditional society events, we developed a sustainable strategy centred on both community building and financial growth.

We launched No Pop Allowed, a club night that addressed a gap in Queen's nightlife by celebrating a diverse range of musical genres beyond mainstream pop. The event attracted students from a wide range of cultural backgrounds, significantly expanding our reach beyond our core membership. Revenue generated from these events enabled us to subsidise cultural, educational, and wellbeing initiatives without the pressure for every event to be commercially profitable.

Alongside this, we prioritised strategic partnerships with larger student societies and local businesses, including Walkie Talkie Girls, QUB Women in Law, She Laced It, Mama Bobo, and Alibi Belfast. These collaborations broadened our audience, strengthened community relationships, and helped secure discounted or sponsored venues, catering, and services, allowing us to deliver higher-quality events within a limited budget.




[The Outcome]
Our strategy transformed both the society's financial position and its visibility across the university. Because of our approach, we;

~Increased revenue by 700% compared with the previous committee.

~Increased ticket sales by 450%

~Grew the Instagram page from under 500 followers to over 1000

~Generated more revenue in one academic year than all previous committees combined.

~Successfully secured the Queen's University Belfast Annual Grant Fund.

~Shortlisted for the Queen's Students' Union Best Small Society Award for the first time in the society's history.

~Received recognition through a nomination for the MRANI Awards for outstanding student leadership.

~Expanded the society's reach through collaborations, creating a more active, sustainable, and engaged community.