The Challenge

Dreams for Schools faced the challenge of distinguishing itself in the competitive landscape of STEAM education programs. As an after-school program dedicated to providing accessible education to children, Dreams for Schools needed a brand identity that reflected its commitment to youth education and technology. The primary program, AppJam+, lacked visual alignment with the Dreams for Schools logo, creating a need for a flexible and scalable brand identity.

The Process

Industry Research

Dreams for Schools offered core development programs to three key audiences: AppJam+ for middle school students, Summercamps for parents in STEM education, and Professional Development for educators. Leading a team of seven junior designers, I guided the design research process, identified marketing deliverables, and facilitated the development of visual identity.

Logo Development

Addressing the disconnect between AppJam+ and the Dreams for Schools logo, we undertook a unified design approach, creating a new visual identity system. The goal was to communicate a variety of programs and resources cohesively. The final logo redesign showcased AppJam+ as a subset of the parent brand, establishing a consistent approach for current and future program opportunities.

Website Redesign

Working closely with the development team, we redesigned the website with a clear call-to-action. Conducting a site audit, we identified key UX opportunities aligned with Dreams for Schools' strategic goals. This involved:

• E-Learning Platform: A video-based student platform for curriculum launches and progress tracking.

• E-Commerce Integration for Summer Camps: A portal for scheduling, booking, and payments for parents and teachers.

• Donation Management: An easy way for partners to donate to the Dreams for Schools campaign.

The revamped website simplified the user experience, focusing on key benefits for customers:

• A unified and flexible visual identity

• A personal, approachable, kid-friendly logo design

• Clear brand messaging

Together, we successfully launched Dreams for Schools into a new era, aligning their brand identity with their mission of transforming STEAM education for children.