Brand Design
The Seed List
Rebrand
Building a trustworthy brand identity from the ground up—transforming "The List" into The Seed List through strategic naming, visual design, and cohesive digital presence.
Role
Design Researcher & Brand Identity Developer
Timeline
~3 months (Summer 2024)
Tools
Adobe Illustrator, Figma, Google Forms
Presentation
View DeckThe Challenge
The List needed to transition from its pilot phase to building professional credibility. As an experiential learning program connecting vetted talent with RTP startups, they needed a unified brand presence to raise funds for sponsoring interns, build strategic partnerships, and deepen community relationships. The challenge? Creating a memorable identity that stands out in the non-profit space while remaining accessible to students, startups, and sponsors.
My Approach
I led this project as a summer intern, working closely with Amanda Stockwell and Runbin Dong. My approach balanced research, creativity, and stakeholder input—starting with understanding organizational needs, moving through collaborative naming and design iterations, and ending with a comprehensive brand system ready for launch.
Discovery & Research
I kicked off with a comprehensive review of organizational documentation and existing assets. The key insight? We needed a name that communicated growth and opportunity without falling into cliche startup territory.
Key Activities
Project Kickoff
Established clear project scope, timeline, and deliverables with stakeholders
Research Deep-Dive
Reviewed organizational docs and competitive landscape to inform strategy
Roadmap Creation
Developed strategic approach balancing research, creativity, and stakeholder input
Challenge Faced
Managing expectations in a startup environment with limited time and resources
The team during our brand strategy sessions
Naming Strategy
I brainstormed diverse name concepts, strategically avoiding cliche growth terminology. After creating an Excel tracking system and running student surveys, we landed on "The Seed List"—representing the mission of planting seeds of worth in students' careers through RTP connections and sponsor support.
Generation
Brainstormed 20+ name concepts avoiding cliche terminology
Validation
Data-driven selection process with student surveys and stakeholder feedback
Selection
"The Seed List" chosen for its compelling narrative and clear positioning
Visual Identity
I started with typography exploration and hand sketches to bring the name to life. The core concept emerged: a slanted triangle representing growth, with a center dot symbolizing the seed. After multiple iterations and stakeholder feedback, I refined the design to be modern, unique, and professional.
Design Elements
- • Logo: Slanted triangle with center dot—representing growth and foundation
- • Typography: Europa, Manrope, and Poppins for modern readability
- • Color Palette: Jungle Green (#097357) as primary, with black, white, and gray
- • Approach: Contemporary non-profit branding that balances distinctiveness with credibility
Launch & Impact
The new brand was successfully implemented across The Seed List's digital presence—from the Squarespace website to LinkedIn. The identity system gave the organization the professional credibility needed to pursue partnerships and funding, while maintaining an approachable feel for students and startups.
What I Learned
This project taught me how to balance multiple stakeholder perspectives in a fast-paced environment. I learned the importance of data-driven decision making (like the student survey for naming) while trusting creative intuition. Working within startup constraints pushed me to be resourceful and strategic about deliverables, focusing on what would create the most impact.