Description
The Come Up 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 not only empowers but is encouraging, uplifting, and relatable. This is so that people know that it's possible to get a second chance, and not all hope is lost.
Although this organization is at 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.
Although this organization is at 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 for this project was replacing the old logo with a newer, modern one and establishing a color style.
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 most effectively be used
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 then I created these sample designs, leading to a dynamic and informative document
Accomplishments
By taking on this project, I was able to provide TheComeUp with assistance in establishing a brand identity and strengthening their brand communication. Along with this, I was able to create sample marketing materials that would be used as a starting point by the company, allowing them to eventually expand on their own.
For me, it gave me the chance to improve upon my research process, as there were many things the brand needed. It also helped me better communicate with clients in the future, demonstrating the importance of having brand voices, values, and sample materials to show how the brand works.
For me, it gave me the chance to improve upon my research process, as there were many things the brand needed. It also helped me better communicate with clients in the future, demonstrating the importance of having brand voices, values, and sample materials to show how the brand works.
