Agency: Pace Creative Group
Client:
Honors Pathway – MicroCollege
Creative Direction, Logo Design: Gustavo Chams

The Project

MicroCollege is an Honors Pathway social venture committed to helping first generation low-income college students complete college and launch meaningful careers.

MicroCollege operates as a dual enrolment college pathway for high-school students while providing coaching and guidance until they earn an undergraduate degree and start their careers.

Why It Matters

Although more low-income, first generation students than ever are enrolling in college, a mere 21% persist and earn an undergraduate degree.

By 2020, without major changes to US higher education, the US economy will fall short 5 million workers for jobs requiring college degrees. It is in America’s interest to increase significantly the college persistence rate among low-income, first generation students.

Obstacles

The program has successfully partnered with high schools in the San Francisco Bay Area and is expanding throughout the US. The social venture needed to create a logo and branding structure that reflected this expansion, while still having a modern, approachable and friendly aesthetic to engage with high school students.

Final Product

At Pace Creative we developed three branding strategies that included their own logo versions, and after the client choose the option they believe best represented the future of the organization, we developed collateral materials and started implementing the activation strategy.