Minds Matter Southern California partnered with Siegel+Gale to develop a new brand platform capturing the nonprofit’s impact on students and the importance of community and relationships to make it happen. The new brand reflects Minds Matter’s big ambitions to eliminate systemic inequities and create a long-term impact for its students. It is bold, expressive, and joyous with a simple, modular system that can be applied easily.
The brand promise, “Igniting individual potential, together,” is inspired by the volunteer-driven organization’s relentless focus on students and alums and how it delivers far above and beyond college admissions to provide a community that empowers each individual to grow and unleash their unique potential.
Siegel+Gale partnered with the Minds Matter team, including volunteers and alums, to distill a powerful strategy, brand promise, core values, voice, messaging, and brand identity recommendations that genuinely resonate.