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A new initiative launched at the University of Pennsylvania, The Economic Justice Partnership is a program born out of the idea to deliver financial literacy to first generation and low-income college students from minority communities. The team came to us looking for help in developing a bold identity which embodied the empowering purpose of the program and conveyed their call out for change.

Founded on the belief that minorities in the US have historically been largely kept out of the financial system and prevented from building wealth, the program was looking to drive change in a meaningful way. The team required a visual identity to deliver on their core purpose in empowering college students from minority communities to take charge in investing for their future and grow their wealth.

We refined the Partnership’s core personality traits and developed a brand identity that translated the empowering purpose of the program. Vibrant colors and illustrations embody the Partnership’s youthfulness, while a sense of refinement and credibility are captured through the classic fonts and shapes, remixed for a new generation. We utilized bold colors and heavy typography to embody the pioneering nature of the partnership to deliver a bold and enticing brand identity for an empowering initiative.