The Strategic Initiatives & Partnerships Team (SIP) advances Teach For America’s vision by building strong foundational relationships in the broader coalition of individuals, organizations, and communities committed to ending educational inequality. Each department created a separate visual identity and accompanying materials, creating a fragmented and confusing brand experience. For the audience the connection to Teach For America and other SIP initiatives was unclear and/or inconsistent resulting in diluted brand equity.
Through interviews and insights, we discovered that individual audiences are not entirely separate and most fall into several of the SIP categories because of the complex ways people identify themselves. In addition to confusing the audience, the SIP departments were not able to leverage each other’s strength and shared values in recruitment efforts or their event presence because they visually had no connection.
A Sample of Logos and Collateral Before Redesign
Logo and design system post-redesign
The solution was to create a strong, consistent visual and naming structure within a sub-branding system. This allows initiatives to leverage the TFA brand more clearly, relying on brand equity to transfer key values, improve efficiency in creating materials and empower initiatives to leverage one another in a more powerful way without creating confusion for the audience.
