ABOUT

Wealthy students are ten times more likely to go to a top university than those from poorer backgrounds. Digital mentoring platform Zero Gravity is changing that, by propelling state school students into the UK’s best universities, powered by free support from the country’s leading undergraduates. Through intelligent design and impactful messaging, we helped this pioneering social enterprise with its mission of empowering students to succeed.

By connecting the UK's most exciting talent - regardless of their background - with mentors, universities and employers, Zero Gravity creates a continuous staircase for students to achieve their full potential. But despite the credentials, it was crucial that the brand challenged design cliches from both the charity and education sectors. The visual and verbal style transforms the mentoring platform into a movement for change.

The name Zero Gravity was derived from the idea that disadvantages can act like ‘gravity’ on the ambitions of students from low-income backgrounds. The new logo and supporting identity system uses seemingly impossible shapes to intelligently interpret these challenges. The impossible Z itself symbolises the energy, drive, and ambition to challenge convention that both mentors and mentees have.

A bold, vibrant colour palette reflects the positive energy that drives mentors and mentees forward, whilst positioning the brand away from the traditional look and feel of both the education and charity sectors. It also delivers maximum impact on screen, an important consideration for a digital brand. Archia, the sans serif typeface is unconventional in its form, with unusual angles that mimic the geometric nature of the logo and illustrations. Through unique characteristics, it expresses the sentiment that students should celebrate their individual backgrounds.

IMPACT
"Lantern quickly understood the brief and created an identity that speaks with just the right level of attitude and authenticity to our student population. The results deliver standout and cut-through, enabling us to engage effectively with a young, marketing resistant audience. We've finally found our voice."
-Joe Seddon, CEO and Founder