High Aspirations
As the Marketing Specialist of High Aspirations I build, manage and expand the brand. High Aspirations is a Non-Profit organization focused on helping African American youth.
My work with the organization has moved through a range of spaces like Branding, Website Design, Social Media Content, Photography and Events.
Brand Concept:
The brand heavily focuses on the key word of “High”. Taking time to brainstorm concepts that were associated with high altitude, the idea of stars, skies and aircrafts were born. The subject of an aircraft was metaphorical for how the organization acts as a vehicle in helping raise their young men.
Keeping the original HA logo and iconic blue while expanding the color palette, typefaces and imagery. Focusing on the mentor/mentee dynamics of the program seemed effective especially since the program is primarily mentoring young men. The brand of reaching higher to the stars was born.
Deliverables
The process of deciding what type of deliverables to create with the scope given was critical. Agreeing that the best approach to helping the non-profit was through creating a foundation for the work to grow.
I began to create and implement a brand guidelines and graphic library that helped tie the entire visual system together regardless of the material.
Brand Guidelines
Website
Social Media
Printed Ads
Video
Logo System
Printed Materials
Thinking about what would be common items used at non-profit events. What items would be surrounded with potential mentors, mentees or even donors. The traditional approach of t-shirt, bags, buttons, badges and base ball caps was a great starting point.
Image Selection
The process of image selection was organic, continuously looking at data from multiple social media platforms, narrative in images and editing. The frame of selecting images where mentees were genuinely engaging in activities, speaking to presenters or conversing with friends was well received. Photoshoots have been used sparingly for advertisements.
Website
The website was redesigned to align with the new High Aspirations branding. The goal of the site was not to be flashy or entertaining, but informative. Built using photography captured at events and videos featuring real-life mentors, staff, and mothers, the website works as a unified platform to clearly communicate what High Aspirations does—from its mission to the process of partnering with the organization.
Research
Wireframing
Website
Social Media Content
Decisions around social media content vary based on audience and engagement. The direction of content is heavily informed by who the audience is and how they interact. A common thread across posts is coverage of weekend events, with careful selection of images that reflect both key moments and the overall objective of each event.
Copy is written to keep followers informed about events they may have missed and to celebrate the young men’s achievements.
Research
Wireframing
Website
Videos
2025 Mentors Challenge
Mentoring the world to be a better place
The Mentors Challenge is High Aspirations annual signature event and with the help of KJO productions they were able to create a memorable and heartfelt video that was displayed at the event.
Chess Saturday
Let's talk strategy and pieces
Mentees compete against each other in a monthly chess tournament. The video intended for social media covers some of the players, their reason for playing chess and their favorite chess pieces.
HA at Andretti
Racing, arcade games and fun
A Saturday night at Andretti Go-Kart racing. Mentees played games and raced each other on the track. Mentees enjoyed laughs with friends. Some mentees wanted to share with HA followers what were their favorite parts of the event.