Why?

For my case studies it is important for me to build a style guide if one is not already in place. This really helps inform my design when it comes time. Visual elements are of course essential to the guide, but a brand has to be built first so that the visual lines up with the ethos of the company/brand. Therefore, before I build the style guide, I define the company/business/organization first. I also wanted to build a moodboard just before creating the style guide.

The Brand

College Literate:

• The name is very self explanatory from the get-go. It defines the audience and purpose immediately. 

Mission/Vision:

• Our mission is to be a guide and resource for those interested in entering a college or career program. Many incoming students do not fit the typical “out of highschool” persona and we’re here to support student experiences from all walks of life.

  • This mission solidifies College Literate’s purpose and defines the users who will benefit from it most, without explicitly leaving anyone out.

Brand Personality:

• College Literate is a nonprofit organization that truly cares about the success and achievements of its users. College Literate exists to create an inclusive environment so that everyone feels good enough, smart enough, and ready for higher education. 

  • Rationale: It’s essential for College Literate to express a safe environment as many users are likely coming from places of uncertainty and self doubt, which are the main reasons people choose not to go to college.

Brand Attributes

• Brand attributes Inclusive, accessible, trustworthy, informative, inspiring

  • Users need to feel welcome, safe, and like they are going to be well taken care of with College Literate’s Advisors. They also need to feel like they can focus on their goals and dreams, and learn how to logically get to that point.

Moodboard

Study Guide