River East

The work

River East is a school-to-career vocational program for high schoolers. The brief read like a logo refresh. The actual job was a stigma.

Teenagers have been told college is the only real path, and their parents believe it harder. The brand had to make the trades feel like a decision rather than a consolation, to an audience that makes up its mind in a scroll.

Brand discovery, new identity, website, business cards, letterhead, stationery, merch, and a social presence.