A Community Commitment to Closing the Gap
Project Impact
Branding
Strategy
Design
Web Development
Public Relations
the why.
Project Impact has a challenging mission: to help close the achievement gap in Winston-Salem/Forsyth County Schools. Backed by some of Forsyth County’s best-known employers and philanthropists, Project Impact provides funding for programs that work to close the gap.
Funding, of course, is an ongoing need, one that requires awareness of the issue and why it matters.
Client
Project Impact
Disciplines
Branding
Graphic Design
Copywriting
Digital Media
Social Media
Public Relations
the logo.
The challenge
Project Impact asked us to help the organization elevate its brand and communicate its successes to its target audience. After conducting and reviewing research, we concluded that Project Impact’s brand materials were not connecting with the most important audience segment – the people and organizations funding it.
The objective
Our work started with refining the Project Impact logo so that it would appeal to an audience of business leaders and philanthropists. From there, we worked to develop the materials Project Impact needed to communicate with current and prospective supporters.
Before
After
insights.
The organization’s original brand identity, with its primary colors and childlike design elements, indicated that Project Impact works with children. Our refinement created an icon to represent that early childhood education is a “building block” for success in school.
Typography
We chose a straightforward, sans serif font that carried visual weight to communicate Project Impact’s important work.
Montserrat
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
BOLD
SEMI-BOLD
REGULAR
LIGHT
Colors
The Project Impact color pallete uses purple, orange and teal instead of primary colors. This was intentional, to show that although Project Impact supports early childhood education, it does not directly work with children.
Each color represents one of Project Impact’s primary focuses:
Early learning capacity and staffing
community outreach
professional development and instructional support
Tagline
Project Impact’s tagline alludes to both the mission of the organization and the people involved. It is intentionally broad to include the many factors that contribute to the achievement gap, and how many organizations came together to address it. The words were selected deliberately to be concise yet powerful.
A Community Commitment to Closing the Gap
the work.
Website
We used the new brand colors, logo and tagline to reface the Project Impact website.
The goal was not to just bring in new brand elements, but to show how many children benefit from the programs that Project Impact funds.
Annual Report
Vela Agency also created an annual report for Project Impact that pulled all the brand elements together to tell how the organization continued to support children after schools shut down in the early days of the COVID-19 pandemic.
insights.
Building or refining a brand isn’t easy. Logos and their elements should last for years so it’s important to do thoughtful, insightful and strategic work from the get-go.
We’re proud to have been able to support Project Impact and its work in our community.
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