UBC Geering Up Engineering Outreach
Brand Identity Redesign
Adobe Creative Suite, Figma, WordPress, Canva
UBC Geering Up Engineering Outreach is a non-profit education organization dedicated to promoting STEM Careers and education to children and youth across British Columbia. Since its inception in 1995, Geering Up has hosted camps, workshops, programs, and professional development lectures in person, adapting to include online workshops and livestreams during the pandemic.
Our goal with the brand redesign is to maintain the recognizable identity of our company, while increasing the amount of possible use-cases for a wider demographic range and digital footprint.
Challenges
Designing for a wider demographic range, from children 6-12, to include youth 12-18, and K-12 teachers.
Our marketing was initially designed with colourful, elementary style assets and design standards
Lack of design standards relevant to photography, social media, and digital advertising
Assets cannot be too complex to use and edit due to the variety of individual program directors and instructors creating their own materials on a case-by-case basis
Solution
By taking into account our wider demographic base, we refocused our efforts to design for Parents instead of children/Youth
Parents, rather than students, are the ones interacting and engaging with our content online
Designing for parents and teachers narrows our focus to Adults in Educational Careers, and Adults Caring for Children/Youth
We expanded are brand guidelines to include a wider variety of necessary use-cases including new photography, print and digital design standards
We created new style guides for specialized programs and our Kelowna office
Slide decks, letterheads, and other necessary materials for instructors and administrators were developed to be usable/editable through Microsoft Office, Google Suite, Canva, and the Adobe Creative Suite
Projects Over The Years
