The Client: Jacob’s A.I.M.
Service: Rebranding
Year: 2019
Note: I was approached by the president of Jacob’s A.I.M. in early 2019 to rebrand their non-profit which serves to help all children reach their full potential. Through Awareness, Inclusion, and Morality efforts, Jacob's AIM encourages children who are struggling with appearance or ability issues to realize we all have purpose and value.
THE GOAL
I have worked with youth in some capacity since I graduated high school, most notably as a summer camp counselor where it was common to have individuals who struggle with appearance and ability issues. No matter what a child is dealing with, it is important to let them know they are loved and valued as they are. So I set out to create a mark that didn’t focus on a single issue or cause, but let itself well to being seen as a symbol of inclusion and community.
Symbolism
The logo needed to represent numerous things. But when distilled to its essence, it’s really about children being able to connect with their community. Not only do the individual elements of the logo represent those three focuses, but all together they also take on the form of an abstract Bullseye. In other words, Jacob’s “AIM.” The organization Aims to help children find connection in their community.
Collateral pieces
I wanted to create a diverse and expandable system for collateral pieces that was also simple. As brand recognition grows, less and less needs to go into saying “who” this is, and more and more will go into to saying “what” this is.
As a non-profit, I wanted to give them a selection of items that they could pull from based on their needs at the time without having to reach back out or hire another designer to fulfill.
Shirts
Pretty self-explanatory. If there’s one thing I learned while working for a major apparel brand, it’s that people love branded apparel. Even more importantly, people love branded apparel that represents something they are passionate about.
