Critical Mass
Trailhead
New branding for Critical Mass’s bold in-house development program for emerging talent.
I worked closely with Critical Mass to create a concept and build their new program‘s brand identity from the ground up.
Trailhead is a program that’s all about training and opportunity so we were inspired by imperfection. An investment in inexperience. A space for interns, new grads and career changers to kickstart their careers. Where there is room to try. To fail. And to grow.
A path that leads to something epic.
System
Napkin sketches & rough drafts are the trailhead of every final.
They’re a safe place that allows mistakes, unspoken thoughts, and those bad ideas that should only be kept between you and your paper or your computer.
To visually represent imperfections and authenticity, I chose to go with a design that was dynamic and unapologetic.
To achieve this, I used some signature rough draft elements such as scribbles, crossouts, additives, arrows, hand-written notes, stickers, and torn paper while implementing Critical Mass’s bold, narrow typeface.
Social
Website
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Client: Critical Mass
Executive Creative Direction: Jordon Mowbray
Producer: Natalie Kim
Art Direction: Alyssa Bowman
Design: Alyssa Bowman, Angela Franco, Tracy Xie
Copywriter: Michelle Alig