Girls in STEM Rebranding

In 2019, Girls in STEM Denver went through a strategic transformation process where the board, staff, and volunteers set a big goal: To reach 1 million girls in 10 years. I suggested that it was time to have a brand in tune with that audacious goal… and so the process began.

During the discovery phase of the Human-Centered Design process, we confirmed that the previous brand (Girls in STEM) was generic, not distinctive enough. Thus, we decided to change the name and the whole graphic identity focusing on the needs and characteristic of our users and the context of the organization.

My role was a hybrid between a Creative Producer and a UX Designer, facilitating sessions with stakeholders and users through out the whole process, coordinating the work of a graphic designer and a developer, while communicating with the leadership team and the board of directors.

Our ultimate goal was to create a brand that was inclusive, youthful & friendly, brave, passion-fueled, ambitious, and human-centered.

One year has passed after we launched the new brand. Students, partners, parents, and community have praised it. It gave the team confidence to achieve more.