The Parent Engagement Group (PEG) provides excellent training and consulting services to help organizations across the United States engage and collaborate with parents to bring about systems change.

With a recently established business, the founder of PEG wanted branding to help increase their brand awareness and stand out in the market. They were tired of seeing the generic branding in their industry like whispy people, trees, hearts and hands, and wanted something different that also truly reflects the work they do.

We started with a brand strategy questionnaire and call to help me better understand the business. Through our conversation, I learned that the founder values rapport, leadership, and integrity. As a newer business, they also want to be seen as trustworthy and reliable in their industry. I used this as the basis for the creative direction and made 2 mood boards that would represent PEG's brand well.

In the first option, I wanted to create a more bright and bold identity. Bright colors and bold fonts were used to give off a more family-friendly vibe. I also used a variety of colors to represent diversity and community.

In the second option, I wanted to give a more subdued vibe. As PEG helps parents and organizations working with parents this style would focus more on parents. The lighter colors and simple branding give a more mature feeling which would attract PEG's target audience.

The founder really liked both concepts and wanted to have a mix of the two. We combined the bold fonts of the 1st direction with the icons and colors of the 2nd direction. During the design process, I decided to go with a serif font to show the brand as trustworthy and reliable. I also wanted to incorporate circles to represent community and the rounded shape of the font paired well with that.

I was able to create branding that didn't include the usual icons and symbols but still represented their values of community, success, and leadership. The founder loved this concept and felt it fit right in with the business. After the brand identity was set, I created some additional assets for PEG including comprehensive brand guidelines, business cards, and the workshop presentation design.

I really enjoyed working on this project the founder allowed me a lot of creative freedom. I appreciate them for trusting me to provide them with a business-aligned brand identity. I love working with founders and entrepreneurs as their passion always inspires and fuels my creativity. I hope to work with The Parent Engagement Group again in the future.