For this project Idea2Form partnered with the Self-eSTEM Founding Executive Director, Adamaka Ajaelo. I am so grateful for the opportunity to have worked as Lead Visual Designer on this project, developing the brand from conception to hand-off.
The mission of Self-eSTEM is to is to ignite pride, purpose, and possibility among BIPOC girls and women in STEM by providing: culturally relevant education, training & mentorship, and access to a network of support to fuel their personal and professional development throughout the talent pipeline.
Self-eSTEM envisions a world where girls and women of color are recognized, respected, and valued as STEM innovators, entrepreneurs, and change-makers, driving global solutions that enhance life outcomes and improve the quality of life for their families and communities.
Self-eSTEM was founded in 2014, inspired by a career where Adamaka felt discouraged, isolated, and unsupported. She wanted to shift this narrative for young girls by providing empowerment, resources, and the support required to succeed in STEM education and careers. As designer, I wanted to make sure this brand carried out the passion behind Adamaka's dedication to this community. I also wanted to make sure that the brand would be evergreen and connect with women and girls from their childhood to professional adulthood.
THE DESIGN CHALLENGE
How do we highlight the causes and effects of structural issues on BIPOC girls and women?
How do we generate interest in the three program offerings?
How do we streamline the information being shared with the Self-eSTEM audience?
How do we help attract investors and partners to financially solidify the organization to increase the lifespan of the program and for Adamaka to focus on its evolution full-time?
THE SOLUTION
Generated an organizational strategy to solidify the mission, vision, values, and core strategies
Developed a brand strategy and new visual identity that more clearly expresses who Self-eSTEM are
Created an accessible website that attracts more BIPOC girls and women in STEM
Established a communications strategy and social media campaign support to ensure the new look and feel and future initiatives are seen, clearly articulated, and engaged with
Designed marketing materials such as an investors presentation and storytelling decks to increase fundraising opportunities
My goal in creating this design system was to make it user friendly. The result was an accessible toolkit that prioritized the users (the communications director within the organization) and their design abilities. With the "Build a Graphic Guide" featured above, I broke down branded graphics into their smallest parts and explained the reasoning and intention behind each element. That way, the next person that needs to create their own original branded graphic has the understanding and tools to do so.
Visit self-estem.org to explore how the brand was applied to web!
Project credits: Tomas Alvarez III, Lexx Valdez, Alejandro Michell, Rey Robles, Idris Agüero, Mar Trava, Edith Cauich, Danny Cen, Marja Carrillo, MaríaEmilia Morazán, Halline Overby, Isa DeMarco