A new identity designed to engage and support young men of color who are gaining the skills they need for a successful future in tech.
Client | All Star Code
Role | Creative Direction, Strategy
Type | Branding
The focus of this project was to create a brand identity that would extend and support the impact of All Star Code's programming.
The challenge was in finding a visual language and strategy that would be up to the task of both connecting with kids and being able to speak to big issues like income inequality. To do this, we spent a lot of time with program participants and thinking about the visual codes that they are currently exposed to and attracted by. We then combined that with an illustrated personification of the brand that could speak about complex issues and sensitive topics in a way that a real person might not be able to.