Minorities to Majorities

Rebranding a Start-up Scholarship Platform

Minorities to Majorities (MTM) is a platform that works to connect underrepresented students with scholarships and financial aid opportunities. MTM won NC Central and Duke University’s School of Business First Annual Pitch Competition, scoring them a $25,000 “MVP” design and technology build prize from Carimus.

The Project

Roles

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Logo / Brand Design

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UX/UI Guidance

Tools

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Photoshop

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Illustrator

Collaborators

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2 Graphic Designers

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MTM Team

Brand Discovery

To kick off this project we hosted a brand discovery session with the MTM team. This session consists of a series of questions and discussions about the audience, mission, values, and voice of the brand. We also covered close competitors and any competitive advantages the brand has.

Moodboards

We use the brand discovery as our guideposts to create 3 moodboards for the client. These represent the various directions we see the brand going and give clients a visual without needing the final branded elements which allows us to iterate quickly.

Brand Concepts

With a mood board selected we moved on creating the logo and brand concepts. I personally worked on the GoVia concept while other designers on the team created the other concepts. Ultimately the MTM team decided to move forward with GrantEd as their name and brand concept.

Final Brand Direction

Once a decision was made we went through a few additional rounds of revisions with the client as we fleshed out the brand more, providing brand patterns, typography, and more to guide future collateral.

UX/UI Guidence

The final piece of this project was an audit of the current platform and discussion around improvements that could be made to create a more accessible, easy to use platform. This discussion was co-hosted by me and another designer from the team.