An initiative in the higher-education reform space, the What Will They Learn? project has been supporting excellent college-level programs across the U.S. since its founding in 2009.
The WWTL team sought a refresh, but as a hardworking non-profit with several irons in the fire, they needed quick, tailored, and on-budget results. Siena Mara Design worked with the WWTL team to carefully craft a tailor-made package that offered only what they needed, at a price and timeframe that worked for their current resources and goals. With a custom brand package established, I moved on to the design work, most crucially the redesign of a 10 year old logo. I was challenged to bring the brand up-to-date, without making it unrecognizable to loyal users.
Because the client had a reduced timeline and budget, we focused our efforts on a "mini brand refresh" that updated key brand elements and provided extensive brand support in the form of secondary brand marks and branded patterns.
The rebrand process revealed the organization's need to overhaul and rethink core brand principles, most notably to gain internal clarity and authority across adjacent departments. Communication across departments throughout the branding process ensured that the rebrand was recognizable and favorably received internally and externally.
