Barbara Bush Foundation
Overview
Project
Rebrand the Barbara Bush Foundation’s premier mentorship platform.
Industry: Philanthropy.
Services
Goal
Develop a bold, approachable, and memorable identity for a program that drives literacy gains across the United States.
Challenges
We were tasked with rebranding and re-architecting the foundation’s legacy literacy and mentorship programs. The new brands and architecture had to reflect modern naming and brand requirements while balancing them 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 developing the Barbara Bush Foundation brands, we worked closely with the Bush team to redefine the brand architecture to extend the new language across a unified family of brands.
