This Way Up is a new social mobility organisation dedicated to linking talented young people in less advantaged areas with mentors with successful professional careers. We were commissioned to develop the organisation’s brand identity and website.
To establish the brand story we explored the brand character in a series of brand workshops, and mapped out the vision and core values, business benefits and deliverables.
With the brand character defined, we began working on the creative design concepts. To appeal to a young audience (the mentees) it required a contemporary design. But the new identity also needed to be visually structured enough to appeal to adult mentors and education professionals too, which proved to be quite an interesting challenge.