Jennifer Zhang - FLYTE • Redesign

Objective

Choose an existing non-profit organization and identify an issue. Propose a solution by rebranding the organization with new brand guidelines.

Purpose

Designing an imagery style based on combining photography and graphic elements to create a unique brand system. The photography will be incorporated to capture the experiences of the students who have had the opportunity to travel abroad. The graphic elements will be integrated to complement the photography for a friendly approach to the branding. With the implementation of the brand system, it will be established by guidelines to signify proper usage for effective application.

Continuing the professionalism of this non-profit organization, FLYTE, it will showcase the transformative experiences of the students with the opportunity to travel abroad. The importance of consistency between professional and creative design to be implemented in the marketing assets of FLYTE’s brand system. Overall, this brand system will showcase the connections from the beginning process of the acknowledgment of the values and mission of this organization to the reflections for each alum’s experience of traveling abroad.

Name of Non-Profit Organization

Foundation for Learning & Youth Travel Education
or FLYTE

About the Organization

Foundation of Learning & Youth Travel Education, or FLYTE, was founded by Matt Kepnes. FLYTE provides the opportunity for the participating students in underserved communities to travel around the world at the expense of the organization. It is made possible with the collaboration of different organizations and encourages to seek locally-led initiatives. The non-profit organization, FLYTE, was in operation from 2015–2022. However, the organization went on a hiatus due to sustainability issues, and the costs and resources.

Target Demographic

All 14–18-year-old high school students from any ethnicity, race, and gender identity are from underserved and low-income communities in the United States, mainly focusing on small, rural schools and programs instead of urban-centric areas.

Logo Redesign

Old Logo

New Logo

REBRANDING

Tagline

Students take a FLYTE for unforgettable experiences.

The meaning of the tagline is that the students, who are selected to participate in an all-expenses-paid travel abroad opportunity, will create unforgettable experiences. The pronunciation of the word “flyte” is flight, which represents the flight that the selected students need to take to go to foreign countries.

Brand Goals

Experience diverse cultures

Students expand their cultural understanding through food, language, and immersion.

Create a once-in-a-lifetime experience

Students in underserved areas are given the resources and opportunity to travel abroad at no cost.

Broaden their perspectives

Students meet new people and engage with different heritages, traditions, customs, and social perspectives.

Learn beyond the classroom

Students get to apply their classroom lessons to real-world scenarios, deepening their understanding of the culture in their prospective country visit.

LOGO VARIATIONS

Primary Identity Mark

This logo represents the organization providing the opportunity for high school students in underserved United States communities to travel abroad with the expenses paid. The components of the logo symbolize academia and travel in a professional and playful way. The FLYTE initiative is for high school students, so the graduation cap is a symbol of academia. It is important to include the name of the organization, which provides clarity on the acronym, 'flyte' (pronounced as flight). Therefore, the primary logo overall portrays that selective students living in underserved communities can take a flight for unforgettable experiences in a foreign country.

Black-Colored Logo

White-Colored Logo

One-Color Colored Logo

Two-Color Colored Logo

Full Colored Logo

Condensed Logo and Logo Variations

The logomark for social media includes only the graduation cap and the acronym of the organization for legibility reasons. The tagline is placed in the space where the name of the organization is, while the position of the graduation cap and the acronym of the organization is in the same place.

Logomark for Social Media

Logo with Tagline

Other Logo Variations

Minimum Size and Clearance of Logo

For the clear space around the FLYTE primary and condensed logo, each logo has a comprehensive and uncluttered presence.

Minimum Size

Primary Logo

Condensed Logo

Clearance
The clear space is the horizontal length of the crossbar of "f" in flyte.

Primary Logo

Condensed Logo

COLOR PALETTE

The primary color palette was selected to reflect academia and travel of our brand. The golden color represents academia, opportunity, and happiness, while the pastel blue color symbolizes travel, tranquility, and sincerity. The secondary color palette is to be used as accent colors and pairings for the primary colors. In the secondary color palette, two variants of blue represent traveling with imagination and inspiration. The white and black colors are included to provide contrast for designs. With a monochromatic color scheme with a pop of golden color and black and white, it allows the brand to have a cohesive feel with emphasis on the mission and values.

RGB = Web and Digital Display applications

CMYK = Print applications

TYPE SELECTION

Futura PT is a geometric, sans-serif typeface. This typeface is the main typeface used for any digital and print promotional materials. With the legible typeface, it provides the brand a simplistic style that allows professional but an approachable way to display their message. Using Futura PT as the main font family for the brand, it elevates the rhythm and versatility to spread our communication.

STYLISTIC APPROACH

FLYTE’s imagery style combines photography and graphic elements to create a unique brand system. The photography will be incorporated to capture the real experiences of the students who have had the opportunity to travel abroad. The graphic elements will be integrated to complement the photography for a friendly approach to the branding. With the implementation of the brand system, it will be established by guidelines to signify proper usage for effective application.

Professional people and location-centered photography will showcase the transformative experiences of the students with the opportunity to travel abroad. The importance of consistency between professional and creative design is to be implemented in the marketing assets of FLYTE’s brand system. Overall, this brand system will showcase the connections from the beginning process of the acknowledgment of the values and mission of this organization to the reflections on each alumnus’ experience of traveling abroad.

Graphic Elements

The cohesive imagery system for FLYTE is created by combining photography, pattern, and icons. It represents FLTYE with a friendly approach to branding, complementing photography and graphic elements. The pattern combines the outline of both travel and education icons to symbolize the meaning of FLYTE. The simplistic and unique travel and education icons have subtle duplicacy.

Pattern

Icons

Photography

Importantly, the images should display the experiences of the students who were given the opportunity to travel abroad. The images should include group pictures to showcase the abroad experience and individual images to capture the student experience.

* Note that all images are original photos on FLYTE platforms.

Example Images

DOs & DON'Ts

If the pattern elements are to be used with a picture, they must be incorporated into the background of the image. They cannot be an overlay of the image. The stroke color of the pattern element can also be changed using one of the colors in the color palette. The pattern can be used on a solid background color, as long as it doesn't distract from the text.

APPLICATIONS

Advertising Campaign: Poster

The poster is part of the advertising campaign for FLYTE to promote the organization and primarily focus on the mission for the students. This poster example will be shown in the hallways of the high schools as a call-to-action. The simplistic grid design highlights the students who have been through the unforgettable experience and the call-to-action header to attract prospective students' attention.

Sizing: 11in x 14in

Advertising Campaign: Brochure

The brochure is for prospective students, faculty, and parents who may want to learn more about the organization. The brochure highlights the purpose, alumni story, process, opportunities, and values. It is more informative while implementing different graphic elements of the branding.

Outer Design
Sizing: 11in x 8.5

Inner Design
Sizing: 11in x 8.5in

Business Materials: Business Cards

Business cards can be given for any business or professional purposes, such as in-person events or when visiting high schools around the United States. The front of the business card has a simple pattern design and the primary logo of FLYTE. On the back of the business card, it includes their hours of operation, their phone number, their location, and a QR code to their website.

Front Design
Sizing: 3.5n x 2in

Back Design
Sizing: 3.5in x 2in

Business Materials:
Business Letterhead

The business letterhead is used for business or professional communication purposes. All business letters should include the primary logo of FLYTE and the information of FLYTE's location, phone number, and website. The design of the letterhead incorporates aspects of the branding of the patterns, and stylistic approach to remain consistent with the brand.

Sizing: 8.5in x 11in

Social Media: Who We Are

The series of social media posts below shows an example of a more informational post with a carousel post. By resizing the elements of the square post (for Instagram), the horizontal post (for Facebook/Twitter/X) allows consistency between two different sizes of posts.