STE(A)M TRUCK - MOBILE MAKERSPACE REBRANDING
A rebranding concept for the STE(A)M Truck, a mobile makerspace based in Atlanta, Georgia that teaches youth design principles in order to inspire them to solve real-world problems.
Community Guilds is a non-profit organization that runs an operation called the STE(A)M Truck, a mobile makerspace that travels to schools in urban Atlanta-area neighborhoods in order to teach the students about STE(A)M education. Since 2012, the STE(A)M Truck has aimed to develop a generation of creative, innovative and self-reliant students into future designers and engineers. Their visual identity needed improvement to better reflect this goal.
My roles: Research (market research, on-site info gathering), visual identity, illustration.
Completed in collaboration with Aislinn Ayres, Justeen Lee and Ben Katz.
We implemented ethnographic research methods in order to a get a deeper understanding of our target audience, and to obtain valuable insight into how to reinforce a new branding direction.
Because our target group is so young, we reasoned that this immersive research method would likely lead to the discovery user needs that are less likely to be revealed with more overt research methods.
We participated in a "spark" day at KIPP WAYS Academy, a day of introduction for the students, and observed students learning and shadowed them as they completed activities.
Based on our observations, we were able to come up with three words that would help inform our design decisions.
Mood board:
Children, positivity, creativity and bright colors.
Color palette:
Logo:
Typography:
Brand collateral:
Business cards and letterhead.
Illustrations:
Visual representations of STE(A)M Truck configurations for flyers, t-shirts, the website, and other promotional collateral.
Swag:
T-shirts, buttons and stickers.
Thanks!
