BrainAhead is a fun curriculum and science-based learning tool designed to maximize academic achievement and improve mental health in students. The program guides kindergarten to grade 5 students through a compilation of brain-activating videos, exercises, and activities.
Context
I got involved at an early stage of brand development at the end of 2018 when the company was called Brain 1st Program. You can see the first phase of the brand here: https://tinyurl.com/yckkenv2. In mid-2020, the name changed to BrainAhead. As their product has evolved to meet the changing needs of their customers, the brand has also grown, so we did a brand refresh. The first steps were to create a new logo, brand guide, colour palette and typography system for the new website.
Problem & Objective
BrainAhead was a new concept, so having people know the significance and potentially massive benefits for their students was a challenge. It takes a good amount of science-based information to get districts and schools on board. The brand needed to be educative, comprehensive, and engaging for students and educators. The objective was to show BrainAhead as an essential part of learning.
How did you arrive at your solution?
Their old brand wasn't working for them; it felt generic and wasn't reflecting who they wanted to be as a company. I worked closely with the founder to position their brand identity and ensured that the new logo stood out among others. In the redesigned logo concept, the letters "R" and "H" created a path, like a neurotransmitter in the brain, and also by creating an extension of the "H," we emphasized the idea of growing.
Poppins became the new primary brand typeface for BrainAhead. The modern sans-serif font prioritizes legibility and balance. Poppins typeface has a range of weights based on pure geometry, particularly circles, a significant brand element of BrainAhead's identity. We introduced some scale rules to keep the typography system from feeling disjointed to keep the font weights, space tracking, and leading consistent.
For the colours, we kept the previous palette with some additions so it wouldn't clash with the sections of the website that would be updated later. And finally, to inspire trust as a new concept, the infographics for this project were essential to making the BrainAhead foundations easier to understand.
Collaboration
Founder & Director: Cally Bailey and Laura Dieleman
CEO and Head Marketing: Rondi Shouse
Social Media Content: Harleen Gill & Haley Estrada
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