Barbara Bush Foundation
Overview
Project
Rebrand the Barbara Bush Foundation’s premier mentorship platform.
Industry: Philanthropy.
Services
Goal and Impact
Develop a strong and efficient brand and architecture that has longevity.
The resulting brand – ReadSquad is a bold, approachable, and memorable identity for a program that drives literacy gains across the United States.
Challenges
We were tasked with re-architecting and rebranding the foundation’s legacy literacy and mentorship programs in a way that reflected modern naming and brand needs while balancing it with the needs of the program’s users.
This required a multi-stakeholder interview process, extensive research, and the development of a refined program brand architecture.
Brand Identity
The identity of ReadSquad leverages the foundation’s brand DNA, incorporating bold type and vibrant iconography that speaks to the lofty goals of the foundation and the program itself.
Design development for the “book” icon illustrates the iterative process and design analogy that guided our work.
Brand Architecture
In addition to the development of the ReadSquad brand, we worked closely with the Bush team to redefine their brand architecture that extended this new language across a unified family of brands.
