Collab Culture
PROJECT GOAL: To build a warm, approachable brand identity for Collaborative Culture, distinct from traditional financial aid consultancies. This project included a new logo, brand guidelines, marketing materials, and a user-friendly website, all designed to reflect a spirit of collaboration, empathy, and empowerment in higher education.
SCOPE OF WORK: brand identity, logo design, website design
VIBE: approachable, warm, relaxing, peaceful
Collaborative Culture (aka Collab Culture) is an educational consulting founded by Oakland native and former first generation student, Jennifer Ma. Collaborative Culture is dedicated to empowering institutions and individuals to navigate the path to higher education. Specializing in financial aid and student services, Jenn works alongside understaffed departments and prospective students to optimize programs, services, and technology solutions that enhance access and success.
Despite their small size, hummingbirds are known for their energy and endurance, symbolizing resilience, determination, and the strength to persevere through challenges. A hummingbird was chosen as a symbol for the Collab Culture because, much like the bird’s ability to navigate complex paths and work in harmony with its surroundings, the consultancy strives to support both financial aid employees and adult students as they overcome the obstacles ahead. The overlapping colors in the design of its wings represent collaboration, which mirrors the consultancy’s commitment to teamwork.
Building a brand involves exploring its values, mission, and target audience to inform the design. This helps me create a visual identity that reflects the brand’s essence through elements like color, typography, and details. I develop multiple concepts, then present the top two to the client, each carefully tailored to resonate with their brand and audience.
