Description
“The ComeUp” is a new workforce development program from Alpha Emergence Behavioral Health designed to help formerly incarcerated individuals gain the skills needed for meaningful employment
and a fresh start.
Aiming to launch this year, the company wanted to refresh its brand from its provisional version and unify its brand communication system with that of its parent company. This was required to help elevate their marketing efforts and get a fresh start in 2025.
Together with the client, we reimagined “The ComeUP” as a bold storyteller, injecting the brand with a color system that symbolizes hope and a voice that is not only empowering but is encouraging, uplifting, and relatable. This is so that people know it’s possible to get a second chance and that not all hope is lost.
Although this organization is in its early stages, there has been a clear shift in momentum and engagement between the organization and its audiences.
This rebrand helps lay the foundation for growth for “The ComeUP”.
and a fresh start.
Aiming to launch this year, the company wanted to refresh its brand from its provisional version and unify its brand communication system with that of its parent company. This was required to help elevate their marketing efforts and get a fresh start in 2025.
Together with the client, we reimagined “The ComeUP” as a bold storyteller, injecting the brand with a color system that symbolizes hope and a voice that is not only empowering but is encouraging, uplifting, and relatable. This is so that people know it’s possible to get a second chance and that not all hope is lost.
Although this organization is in its early stages, there has been a clear shift in momentum and engagement between the organization and its audiences.
This rebrand helps lay the foundation for growth for “The ComeUP”.
Challenges
One of the challenges I faced in this project was replacing the old logo with a newer, more modern one and establishing a color palette.
The old logo for The ComeUp was dated and had a major design flaw: It could not be scaled without losing quality. Additionally, the content provided for the branding guidelines did not show how the logo could be used most effectively.
To solve this problem, I offered a dozen design options, and we landed on a new, modern, and fully scalable design. I also did extensive research on color and suggested that orange become the primary brand color to represent hope and positive outcomes, with green as the secondary color to represent a fresh start and the path forward for formerly incarcerated individuals.
With the new logo created and the new brand guide in progress, I suggested including fully designed marketing materials in the branding guidelines to increase their utility, and I then created these sample designs, resulting in a dynamic and informative document.
Accomplishments
By taking on this project, I was able to assist TheComeUp in establishing a brand identity and enhancing their brand communication. Additionally, I created sample marketing materials that the company can use as a foundation, allowing it to build upon its own resources in the future.
This experience also provided me with an opportunity to improve my research process, as the brand had many needs. Furthermore, it helped me communicate more effectively with clients in the future by highlighting the importance of clear brand voice and values, as well as sample materials to illustrate how the brand operates.
