Rebranding for BUiLT (Blacks United in Leading Technology) a nonprofit professional organization with a mission to increase representation and participation of black people in the technology industry.
Role: Creative Direction and Brand Identity
Agency: Critical Mass
Help BUiLT meet their audience by creating a foundational brand approach and setting them up for the future.
The space in which BUiLT is trying to gain traction is busy. Many nonprofit and for-profit organizations are trying to partner with the same sponsors and companies; to grab the attention of an already inundated prospect pool.
Rebuild the brand to reflect a more conversational, bold, declarative, intentional and community-driven approach, through every facet of branding from visual elements to layout to the way we speak.
The chosen logo is designed to represent the asterisk, which is a universally recognized coding symbol. Each side of the asterisk is meant to symbolize a person, representing the values of teamwork and community.
The letter 'i' in the brand name brings back the "person" element, emphasizing the human-centered approach we aim to achieve through the brand.