HBCUv

Brand identity, visual system, and product design for HBCUv, an online platform offering remote education, community engagement, and career pathways for students pursuing an HBCU education.

  • Brand Identity
  • Web Design
  • Art Direction
  • Interactive Prototyping
  • Content Production
  • Digital Product Design
  • Digital Design System
  • Client: UNCF
  • Collaborators: Deloitte Digital, Mighty Engine

Brand Identity

Guided by the brand characteristics of Warm, Strong, Uncommon, and Black, we developed several logo and brand concepts. We engaged 223 HBCU alumni at Deloitte to test these concepts. This comprehensive testing included evaluations of the logo, colors, imagery, and tone of voice. The valuable feedback we received from this diverse group was instrumental in refining and perfecting our brand expression, ensuring it resonated deeply and authentically with our target audience.

The team landed on a wordmark that paid homage to the original UNCF logo from the 1960s, blending historical reverence with contemporary design elements. The strong shape language reinforces the brand's solidity and forward momentum, effectively propelling the lockup forward. This thoughtful integration of past and present ensures that the brand remains rooted in its rich heritage while confidently stepping into the future.

The visual heart of our brand is a photography direction that is both celebratory and deeply authentic. By using full-color imagery, we hero the students in all walks of life, from their roles within their families to their triumphs at graduation and their first steps into professional careers. This strategic choice ensures our brand's story is told with vibrancy, honoring the very people it is designed to empower and support.

The slash symbol was prominently used as a motif, encapsulating imagery that highlighted our brand's heroes: the students, educators, and the community.

HBCUv.org

The HBCUv.org microsite serves as the initial touchpoint for prospective HBCUv students, offering them a first glimpse into the online course offerings and the overall experience. Designed to captivate and engage, the microsite needed to appeal to students by effectively communicating the future-vision, professionalism, and uniqueness of this innovative digital platform. Through a visually compelling and user-friendly interface, the microsite ensures that students can easily determine if HBCUv is the right fit for their educational journey.

Online Learning Platform

When UNCF approached us with their vision for HBCUv, we knew it was more than just a project; it was a chance to build a legacy. The goal was to create a custom online learning platform that wasn't just about remote education, but about bottling the magic of the HBCU community and legacy. Launched in Fall 2024 with nine partner institutions, and with plans to expand to all HBCUs by 2030, this platform is designed to be a space where students can truly thrive. It's a virtual campus that draws from the rich history and vibrant culture of these institutions, and we are honored to have played a part in bringing it to life.