Challenge
NWEA was in need of a new tagline. The Creative and Content team was tasked with developing a new tagline that reflected NWEA's future while reflecting its new look and feel in application.
NWEA was in need of a new tagline. The Creative and Content team was tasked with developing a new tagline that reflected NWEA's future while reflecting its new look and feel in application.
Team
ART DIRECTOR: Yosh White
SR. CONTENT WRITER: Erin Ryan
GRAPHIC DESIGNER & ANIMATOR: Amy Meyer
SR. DIRECTOR OF BRAND: Kyle Sheaffer
PROJECT MANAGEMENT: Meighan Holder
ART DIRECTOR: Yosh White
SR. CONTENT WRITER: Erin Ryan
GRAPHIC DESIGNER & ANIMATOR: Amy Meyer
SR. DIRECTOR OF BRAND: Kyle Sheaffer
PROJECT MANAGEMENT: Meighan Holder
Solution
The new tagline “Believe in what’s possible” creates clarity around NWEA's mission and purpose. It emphasizes the mission to inspire and empower learners, as well as their commitment to innovation and pushing boundaries. It also reflects that NWEA prioritizes a growth mindset, encouraging learners to approach challenges with a positive outlook and a willingness to learn and grow. The design of the tagline was added to the existing logo in order to create visual throughlines in the organization, down into each of its programs and services.
The new tagline “Believe in what’s possible” creates clarity around NWEA's mission and purpose. It emphasizes the mission to inspire and empower learners, as well as their commitment to innovation and pushing boundaries. It also reflects that NWEA prioritizes a growth mindset, encouraging learners to approach challenges with a positive outlook and a willingness to learn and grow. The design of the tagline was added to the existing logo in order to create visual throughlines in the organization, down into each of its programs and services.
Initial Concepts
Final Design
The primary layout will place the tagline to the right of the logo while incorporating the new “NWEA color band” beneath. The color band is a visual metaphor for the product suite, a continuum of endless possibilities, and inclusion. The decision for the shift in color of the NWEA logo from yellow to graphite is to adhere to AA standards of accessibility. The secondary layout will be the tagline sitting below the logo. The NWEA logo will be shown in graphite whereas the tagline will be shown in slate. The decision for the shift in color of the NWEA logo from yellow to graphite is to adhere to AA standards of accessibility.
