Building a better world

On Better World Day, diverse schools in disparate parts of the country are united in celebration of the transformational work happening in their communities.

Working closely with some remarkable students, we developed unique branding to mark the occasion and foster a shared sense of purpose.

The brand began with a collaborative ideation process. Students were tasked with creating a mood board of images, words, and colors that represented what a better world might look like to them. Then, in guided conversation, the students identified common threads across their mood boards, and built upon each other's ideas. I then worked to synthesize their ideas into a cohesive and comprehensive brand identity.

As part of the brand building exercise, students were asked to handwrite words that suggest a better world. They chose words like “peace,” “purpose,” and “justice.” The letters from these words, digitized and remixed, formed the basis of the wordmark, putting student expression at the forefront.

Working in collaboration with the creative team at EL, we rolled out this identity across social channels, videos documenting our schools, a cross-community Zoom celebration, and branded signage and swag for our school partners.