Brand Strategy for MassChallenge
Challenge
MassChallenge, a non-profit startup accelerator, set out on an ambitious growth plan in pursuit of their mission to make entrepreneurship accessible to everyone in the world. Their initial goal was to expand from one Boston-based program to 10 international programs by 2019. I was hired to lead the brand strategy during this period of rapid growth for the organization.
Early on, we determined MassChallenge needed a complete refresh to align the brand with the ambitious business objectives. We needed to develop clear positioning, values and an updated visual identity that would excite and engage new audiences. We also realized that, as both a non-profit and a startup, MassChallenge is quite resource-scarce, so design efficiency and scalability were of the utmost importance.
Solution
We created a simple and holistic visual center focusing on the unique startup stories that would resonate in all markets. We wanted to highlight that no two startups are alike and good ideas can come from anywhere. We also wanted to convey the scale to this growing community and emphasize that these startups are creating enormous value for society.
After exploring the brand's origins and existing assets, we identified some key elements we could revitalize for the new identity. We updated the typeface and logo to reflect a modern yet friendly feel. We also developed conventions for logo variations as a way to strengthen the bond between local programs and the global brand. We then invigorated and expanded the color palette to reflect the vibrant energy within the MassChallenge community. This new design system served as a foundation for the continued development of styles for photography, digital media, and graphic treatments.
Entrepreneurs are at the center of everything we do. By sharing their personal stories, we are shedding light on their motivations, the problems they are solving and the unique obstacles they face. MassChallenge startups are creating enormous value for society and the economy.
