The AASM Mentor Program was a new initiative in need of a brand that was a recognizable part of the parent company, yet more fun in nature as its audience and mission were different.
The brand for the AASM Mentor Program needed to allude to the brand of the parent company, which was still in the process of defining itself after a complete rebrand in the past six months. In addition, while the brand was intended to be more lighthearted than corporate, I had to ensure I did not trivialize the program’s offerings since its audience is made up of healthcare professionals.
This program is still very new, so more collateral is yet to come. So far, a small system of versatile logos has been created. This includes both horizontal and vertical options to fit various size needs, as well as primary and reverse options for use on many background colors. An icon was also created for use when applicable, and that icon was turned into a few distinct patterns of circles and dots to use as a consistent thread across brand pieces in the future. A simple trifold brochure was made as an informative handout that can also easily be used as an online PDF resource. Clean, easy-to-use applications were created for easy submission and processing.