A crisp brand identity for an FBLA National Campaign.

Future Business Leaders of America-Phi Beta Lambda, Inc., the premier student business organization, inspires and prepares students to become community-minded business leaders in a global society through relevant career preparation and leadership experiences. A major opportunity available to members is leading the organization as an elected student leader at the National Level as National President, chosen at the organization's National Leadership Conference.

For two months, I worked closely with a Candidate from Oregon to develop a brand identity and website that displayed the candidate's qualifications with a modern look. The project included graphic assets, animation, brand positioning, and creating a logomark, palette, and website.

This identity was inspired in large part by the campaign slogan "Looking Forward." From a design perspective, I knew I had to visualize forward in all aspects of the identity, particularly in the wordmark. This led me to design the iconic circle form with a forward-focused arrow within it. The resulting form is effective for many reasons, with the most important being the flexibility of design afforded by its minimalistic structure. The brand features a color palette that is both bright and neutral, which helps add to the overall modern aesthetic desired for the brand. The typography selected, Montserrat, is noted for its performance and readability at any digital rendering, whether it be mobile or desktop. The mark, color, and typeface come together beautifully to create an identity that is, by design, forward-looking.

ROLE

Designer

TOOLS

Adobe Illustrator • Adobe Photoshop • Wix

PURPOSE

Campaign

TIMELINE

May 2021 - June 2021

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