TechPoint Youth
For nearly 20 years, TechPoint Foundation for Youth has increased the interest in STEM for K-12 students through the power of robotics.
But as the nonprofit grew in size and impact, the brand was left in the past, showcasing a dated look that didn’t match the rapidly changing world of robotics and technology. The word “foundation” gave the incorrect impression of a family foundation or fundraising platform, and left educators and students confused as to what they did.
Hexagone? No, the hexastays!
We started by shortening the name to TechPoint Youth - making both the brand association clear and it easier to say in three syllables.
However, with some changes came the request from the TechPoint Youth team to hold on to some brand elements from their previous brand. We were tasked with holding on to the hexagon, and from there we placed it in two ways. First, we defined that a hexagon is the strongest shape by its weight distribution. This lead us to our brand idea of “TechPoint Youth is building the strongest possible foundation through hands-on learning.”
Second, we broke those same rules and played with how flexible and diverse a 6-sided shape could be allowing audiences to identify with many of the characters (bots) that came from these shapes.
