MLK SCHOLARSHIP FUND OF

RUTHERFORD COUNTY, INC.

PROJECT:

Brand Refresh

TYPE:

Branding, Insight & Strategy, Style Guides

CHALLENGE:

The MLK Scholarship Fund was in need of a complete reexamination of their visual and online brand platform in order to appeal to the current era of African-American high school students.

SOLUTION:

Building on strategic branding exercises and stakeholder interviews, I gave the brand a complete visual overhaul. A new logo, style guide, and website was developed giving them the modern, eye-catching “pop” and professional luster needed to differentiate from other organizations and catch the attention of the modern student.