Young Scientist Academy: A Brand Identity for the Next Generation of STEAM Leaders
Young Scientist Academy (YSA) is a nonprofit that empowers youth, especially from underserved communities, to explore real-world research across science, technology, engineering, art, and math (STEAM). I partnered with YSA on a solo, pro bono basis to lead a full rebrand, including logo design, visual identity, and brand messaging. My goal was to help them evolve from a grassroots educational initiative into a more professional, credible organization ready to scale its programs, secure funding, and grow its community presence.
Problem
YSA had already made powerful grassroots impact but lacked a cohesive brand identity that matched its mission or aspirations. Their visual language was inconsistent, and their logo did not clearly communicate their focus on youth empowerment, scientific exploration, or community-based education. As they began to expand programming, apply for grants, and engage new partners, they needed a professional brand system that could reflect their credibility, clarify their mission, and resonate with students, parents, teachers, and donors alike.
Solution
I approached the project through hands-on immersion, sitting in on classes (with my two kiddos who insisted on joining me for the research phase), speaking with teachers and students, and listening to parents to understand the personality and values that defined YSA. We launched a weather balloon, viewed cells under a microsope, and had more fun than I thought was possible in a classroom. The resulting brand identity system is grounded in fun, curiosity, and community, with a logo designed to feel both credible and imaginative. Key elements of the rebrand include: - A new logo system featuring geometric, modular shapes that represent both scientific thinking and youthful play, a visual metaphor for the intersection of structure and imagination at the core of STEAM education. - A versatile color palette and logo suite that scales across digital, print, merchandise, and signage, designed for real-world use by their small team. - A refreshed brand voice and messaging framework that clearly communicates YSA’s purpose: empowering future leaders of science and technology from all backgrounds. - A brand style guide and design-enablement kit to help ensure consistency as YSA grows and brings on collaborators, volunteers, and grant partners. This rebrand marked a pivotal moment in YSA’s evolution, bringing clarity, confidence, and cohesion to how the organization presents itself to the community, and equipping them with a scalable brand system to support their growing community impact.
