We understood that BigFuture’s free tools and resources for college counselors, caretakers and students needed their own space in order to thrive. We began by doing a deep consumer research and strategic exercise to understand where the brand was in order to chart a way forward. We wanted BigFuture, as a brand, to reflect the changing outlooks, aspirations, and goals of its core Gen-Z student audience. The new visual identity for BigFuture is an updated look and feel that has a modern sensibility, while still feeling inherently human and invites conversation. The typeface chosen communicates trust and respect but also an agility and approachability. The acorn gives a subtle nod to the relationship with CollegeBoard, which is equity we want to tap into, but still allows BigFuture to craft its own unique space.

 We created a design system that inspired trust but was also approachable, playful and reflected the diversity of students BigFuture served. This included guidance for messaging, a rethought website, social, OOH, email and complete launch campaign that was ultimately captured in brand guidelines.