Get in. Graduate. Go far.
Bottom Line, a nonprofit dedicated to empowering underserved students to access and succeed in college, faced a complex national challenge. To grow its impact, the organization needed to evolve its brand to effectively engage a wide array of audiences—from high school students and university partners to donors and corporate sponsors—spread across diverse regions of the country. This required a unified brand that could address different local needs while maintaining a consistent and inspiring national identity, thereby standing out in the competitive education sector.
A bold new visual Identity anchored by a powerful mark.
At the heart of the transformation is a reimagined visual identity. We crafted a bold, charismatic brand mark that was inspired by a classic collegiate feel, drawing from the heritage and prestige of university branding. The new logo playfully constructs the letters 'B' and 'L' to create a visual representation of the name "Bottom Line," embodying the organization's mission and energy. This identity was designed to inspire confidence and connection, with a vibrant visual vocabulary that scales across all touchpoints and brings a fresh, modern look to Bottom Line.
A messaging framework built to inspire and scale.
While Bottom Line had already developed the "Get In, Graduate, Go Far" message, we built an entire communications foundation around it. This framework centers on the brand’s promise to help students access college opportunities, support them through their college journey, and empower graduates to achieve their dreams and make an impact. It is both aspirational and actionable, providing a clear structure for communications. Each element of the framework can stand alone with its own specific supporting narratives, allowing Bottom Line to tailor its message for different campaigns and audiences—from student outreach to donor engagement—while ensuring consistency.
Unifying the identity of core programs.
Bottom Line’s signature core programs—Access, Success, Bluprint, and Learning Labs—each serve distinct audiences with unique messages and needs. To address this, we developed a unified visual vocabulary that connects these programs under the broader brand umbrella while allowing each to maintain its individuality. Through a thoughtfully designed identity system, we assigned unique brand colors and visual elements to each program, ensuring they stand out while remaining cohesive. Alongside this visual unification, we created robust communication frameworks for each program, clearly articulating their purpose, how they support the organization’s mission, and key talking points to guide consistent and effective messaging.
Integrating research insights into persona-driven messaging.
Understanding the audience was critical to Bottom Line’s success. Through in-depth research, including interviews with high school students, educators, and stakeholders, we uncovered key insights into their motivations, challenges, and needs. These findings directly informed the development of targeted messaging for various personas, ensuring that communications resonated with each audience. This research-driven approach shaped campaigns, fundraising strategies, and stakeholder communications, with the resulting audience report serving as a cornerstone for Bottom Line’s ongoing efforts to remain relevant and impactful.
The Annual Report
The new brand framework found its first major application in Bottom Line’s annual report. Designed to engage a diverse array of stakeholders, the report showcased the organization’s impact through compelling storytelling, data visualization, and the new visual identity. It became a powerful tool for attracting new donors, partners, and advocates, demonstrating the scalability and effectiveness of the brand’s transformation.
A scalable brand identity for a living organization.
A brand is not a static entity; it is a living, breathing organization that must grow and evolve. With this in mind, we developed a look and feel, as well as a structural framework, that supports ongoing campaign communications. The new identity was designed with scalability at its core, enabling Bottom Line to launch future campaigns with ease. From design systems in Canva to sub-brand identities for regional programs, we equipped the organization with tools to maintain consistency and creativity across all touchpoints. This scalable approach ensures the brand remains relevant, impactful, and adaptable as Bottom Line continues to grow.
