Creative Direction + Brand Design |MEI

brand elements

Brand design

mosaic education initiative

Established in 2022, MEI is a non-profit organization that equips youth and young adults in underserved communities, both domestically in the United States and internationally through scholarship opportunities. Over two months, a full rebrand was implemented to represent the hope MEI brings to the lives of students across the world.

With an already established website and brand colors and font, I had to create a brand system that would transform the already utilized brand elements. To gain a comprehensive understanding of the client’s market, I examined the branding strategies of adjacent nonprofits to ensure their identity stood out. Additionally, I explored successful branding from companies outside the nonprofit market to gather insights on potential design directions. This research revealed essential themes, moods, and visual styles that could elevate the brand, allowing it to evolve in a way that resonates with the audience and differentiates within the competitive landscape.

moodboards, color, sketches exploration

2024_10_03-Asset 1MEI_colorexploration.png

direction 02

direction 01

After researching and creating the two-direction mood boards, I ended up merging elements from the two that would feature a modern, clean layout with vibrant colors that evoke feelings of hope and vitality. The typography aims to be straightforward yet inviting, enhancing readability and accessibility. Overall, the visual identity aligns with MEI’s commitment to empowerment and leadership, creating an inspiring and approachable presence.

MEI faced a challenge with its existing branding, which felt generic and lacked character, failing to align with its mission and vision. Our founder sought a complete brand system to evoke hope and joy, resonating with students worldwide. The objective was to refresh their identity with a modern, upbeat aesthetic that would differentiate MEI. A revitalized brand identity was essential to reflect the uplifting emotions aimed to inspire in the communities served.