Strategy, Voice & Tone, Visual Identity, Websites
EdAllies is a champion for underserved students in the state of Minnesota. They partner with schools, families and communities to advance policies that ensure every student has access to a rigorous and engaging education.
"Superhuman made the process of designing our new non-profit brand genuinely fun. They were able to quickly and deeply understand our vision and bring it to life."
Daniel Sellers, Executive Director/EdAllies
EdAllies was formed by education advocates who want to ensure society is truly serving the needs of today’s students. They came to us to help build their brand from scratch, including their strategy, visual identity and voice & tone.
One of their main priorities was to break barriers facing underserved students, and they didn’t mind disagreeing with popular opinion to do so. Our strategy helped them clarify and share their mission.
To help them create a cohesive visual identity, we left behind clichés like apple motifs and cold blues typical of education companies. We started with a vibrant color scheme and a wordmark that captures their initials and evokes an open book. Then we abstracted the geometric shapes from the wordmark into patterns reflecting the diversity and complexity of the education landscape.
We art directed a photoshoot with local photographer Leslie Plesser to provide the brand with a photo library featuring real students in the school systems they work with. Using these brand materials, we designed and developed their new website, making sure it was responsive while providing a rich platform for content.
Leading with their mission, the website draws a clear line from the bold ideas that guide them to the practical actions that create change. We built the responsive Wordpress site so their team could easily edit and update it. To create compelling CTAs that draw attention to pressing issues and encourage engagement, we added a bright orange to the color palette.