My role

Joining the startup, I began the process by figuring out who The Social Capital was, what made them unique, the character behind the brand, and who their audience would be. To get all of the necessary information, I conducted a three-hour brand sprint to figure out the company’s motivation and to get everyone on the same page.

Mood-board

When navigating through the type of brand we wanted to represent, we compiled a mood-board to help convey a sense of the following words; learner, vast, trendy, and edgy.

Ideation

With some initial ideas, I sketched out some logos that may align with the branding language. 

Afterward, I turned some of these ideas into vectors to further explore the creative direction.

Logo and brand language

The logo and brand language are influenced by the aspects of growth through knowledge and the effect it has on the community. The three branches represent the three company values; growth, integrity, and community. This is this visually represented by a young tree as it continues to grow in knowledge.

Both type and color have been picked out carefully through the mood-board.

Application

Here are a couple examples of application to further visualize the branding language in action.