Alexandra R. Castro
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Tomorrow's Creators

BRAND STRATEGY • PRINT MEDIA• DIGITAL EXPERIENCE • COMMERCIALS • INTEGRATED MARKETING

INSIGHT:

With many public schools facing a decrease in funding, students have faced the consequences with the lack of opportunities to discover their talents in the arts. Some students are not aware of the career options that are available to complement their interest. Or at times, they still have not discovered what triggers their motivation.

SOLUTION: 

Tomorrow's Creators is an initiative to connect youth (middle school-high school) with creative professionals while providing them with the resources they need to pursue a career in the creative industry.

Currently, I am working with a local non-profit, Sprouting Leaders and have recently been awarded a grant from Lagunitas Brewery to bring this project to life in the summer of 2017.

INDUSTRY: EDUCATION, NON-PROFIT

Brand Strategy

Brand Strategy

When brainstorming the direction of the brand strategy, I wanted to develop an identity that would establish credibility among creative professionals and youth. In order to do so I combine a modern color palette with playful design elements.  

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Collateral

Collateral

Navy and white are the soul colors of TC to represent Chicago Public School uniforms. The yellow is utilized as a bold contrast to suggest confidence and innocence. Business cards, a letterhead, notebook were included in the branding collateral to embody the playful yet professional characteristics of Tomorrow's Creators. 

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Print Material

Print Material

The brochure was designed to recruit creative professionals to join the Tommorow's Creators team. The poster to bring awareness to students and parents of the summer program. 

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Digital Experience

Digital Experience

Landing page created on Squarespace. View site here. 

Community Engagement

Community Engagement

For our FIRST Tomorrow's Creators Career Day we invited leading professionals from the creative industry to speak to the 8th grade class of Irma C. Ruiz Elementary. Among our guest speakers were Elise Swopes, Anthony Trevino, Emmanuel Camacho and Diana Pietrzyk! Speakers described their journey of discovering and pursuing a passion in the creative industry. 

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Start Them Young

Start Them Young

The Start Them Young Campaign, seeks to emphasize the importance of building confidence among children by guiding them in finding their passion early in life. The campaign also shares the agenda of recruiting creative professionals to become mentors with simple, colorful environments that complements the aesthetics of the brand. 

These videos would be featured on Instagram, YouTube Ads and commercial spots. The use of bright colors, the styling of props and careful hand movements of the child featured adds quirkyness to the brand persona. The choice of music from indie artists was utilized to symbolically embody how Tomorrow's Creators would expose the students to a creative culture they were possibly not familiar with before.