FLIGHT is a grant-funded mentorship program serving 200+ first-generation Hispanic students at University of the Incarnate Word. The challenge was translating the program's mission into a visual identity that resonates with both students and mentors, embodying themes of community, teamwork, and growth.
The program needed an emblem that would serve as an inspirational symbol for students embarking on their academic journeys while building trust with faculty mentors and university stakeholders. The identity needed to work across campus signage, program materials, digital platforms, and promotional collateral.
I led the brand development process through collaborative workshops with the board of directors and stakeholder interviews to understand the program's vision. This discovery phase revealed key insights: the program needed to feel welcoming rather than institutional and inspire hope without being cliché.
After exploring multiple logo concepts ranging from abstract letterforms to literal academic imagery, the hands-nurturing-cardinal emblem emerged as the strongest solution. The hands represent mentors' guidance and support, while the cardinal (UIW's mascot) symbolizes students' growth and readiness to soar. This concept tested well with stakeholders for being meaningful enough to inspire yet simple enough to work across all applications: from campus signage identifying mentor offices to program materials students carry throughout their academic journey.
I developed brand guidelines covering logo usage and typography applications to ensure consistency across print and digital materials. The identity system works seamlessly across campus environments, creating a recognizable presence that helps first-generation students navigate university resources.
The FLIGHT program operates with a five-year grant from the Department of Education and currently serves 200+ first-generation Hispanic students across three core activities: a mentor center, first-year experience seminar, and health professions pathway. The visual identity system appears throughout campus on office signage, program brochures, digital materials, and student resources.
The brand successfully balances institutional credibility with student accessibility. The consistent visual system helps students identify FLIGHT resources across a large campus, while the welcoming aesthetic creates an approachable entry point for first-generation students who may be unfamiliar with university support systems.
Beyond the initial brand development, the identity has supported program growth as FLIGHT expanded its reach. This freelance project demonstrates how strategic brand design elevates educational initiatives, creating visual systems that serve both functional wayfinding needs and the emotional work of building trust with underserved student populations.
