EdResearch for Action
Shifting perception through rebranding
SECTOR
Design
Branding
Education
SERVICES PROVIDED
Branding, Graphic Design, Collateral Design
Mission Minded is a branding firm that works with nonprofits, foundations, schools, colleges, and universities. Their client, EdResearch for Action, specializes in education research that can be accessed and applied by decision makers in the education space. Formerly known as EdResearch for Recovery — a pandemic-era recovery resource for schools – EdResearch for Action is the evolution of this organization, which now offers resources for education leaders regardless of the situation.
The Client
We were tapped by Mission Minded to create a new visual identity design for this transition, helping to communicate a perception shift through intentional choices in color, type, pattern, and photography. Then, it would all need to come together in a cohesive look that would achieve the client’s desire for a more humanized, dynamic connection.
The Challenge
The overarching challenge for this updated visual identity design was to reimagine the brand in a way that better conveyed its collaborative work, reliability, and trustworthiness to an expanded audience. With its former visual identity dominated by straight lines and geometric shapes, EdResearch for Action wanted a new look that was more inviting, dynamic, and accessible.
Ultimately, the organization needed a new brand in place, so that anyone who represented it could communicate the big idea behind its work — accessibility and applicability — and know they could bring the brand to life.
The Solution
Visual identity is how we shape perception and create an impression, so along with Mission Minded Director of Design, Dallas Franklin, and Strategist Tia Robinson, our team developed a simple, cohesive visual identity system that would allow their audience to instantly recognize EdResearch for Action and associate the way it looks with the values they hold and the work they do.
An overall theme of dynamic collaboration, connection, and humanity guided the design process, starting with the new logo — emblematic of two partner organizations coming together to create something completely new in the field of educational research (EdResearch for Action is a project shared between The Annenberg Institute at Brown University, and Results for America). The logomark features a Venn Diagram of interlocking circles that form an intersection point at the center. This point of focus embodies the collaborative nature of multiple entities and individuals working together to build a unified vision of the future.
The refreshed color palette of Toasted Siena, Steel Blue, and Cerulean exude vibrancy and joy, and communicate confidence, courageousness, and empowerment. Rounded typography, simple design, and dynamic patterns leave an impression of warmth, empathy, openness, and authentic connection. Photography recommendations and pattern development further entrenched feelings of innovation, dynamism, equality, and transformation.
"We had the pleasure of working with Maria on a recent visual identity project. Maria took the time to understand our client and gave us a range of options to share. Our client was thrilled with the outcome and believes their new logo, color palette, and designs truly showcase their brand."
Tia Robinson
Strategist, Mission Minded
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