New Brand Identity for This Way Up

We’ve been working with This Way Up to design a new brand identity. This Way Up is an innovative new virtual mentoring programme aimed at supporting and inspiring school students from low-income backgrounds as they move into further education or working life.

Design For a Dual Audience

We started by holding a series of definition and positioning workshops, to define the brand character and target audience for This Way Up. To appeal to a young audience (the mentees)  This Way Up required a contemporary design. But the new brand identity also needed to be visually structured enough to appeal to adult mentors and education professionals. This proved to be an interesting challenge as began working on the creative design concepts. 

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