Junior Achievement is a global 100 year old nonprofit organization dedicated to enriching the lives of children. Junior Achievement’s Rocky Mountain chapter, is extremely involved in local communities and is a household name at many schools. Junior achievement noticed in recent years, a steady decline in enrollees at their biggest event of the year “Business Week.” Business Week is a fun, intensive, one-week boot camp in which kids work in “companies” with other students, develop a product, and pitch it to local entrepreneurs in a Shark Tank-style competition. Along the way, they learn how to network effectively and sharpen their presentation skills gained by local business leaders. Realizing that this one-of-a-kind event needed to be a little more attractive to high school-aged kids, Junior Achievement reached out to Thelen | Williams to help with their re-branding efforts.
Drawing inspiration from modern brands which resonate with today’s high schoolers such as NIKE, we used modern gradients, bold typography, low-poly shapes and multiple logo variations to effectively come up with a brand look and feel to draw attention from our desired audience. Bright, bold blues and purples and interesting crops give the aesthetic a sense of motion while keeping the intentional gender-neutral vibe. Keeping in mind that the look and feel needed to translate to their website, we used a modification of Roboto Condensed Bold Italic for the logotype. As the logo itself was a unique shape we wanted also to keep the logotype consistent, yet with alternate shape options intended to translate to all media types.
"We were in need to awaken the design and branding for our JA Business Week program. TW really helped us hone in on a look and feel that is helping us better communicate with a high school-aged audience base. The materials really stand out now, and the response we have received from individuals has been extraordinary!"