Background

Hudson Valley Writing Project (HVWP) at the State University of New York at New Paltz is a professional development organization whose purpose is to improve the teaching of writing and to promote literacy development at all levels of education, preschool through university.

An established organization, and a site of the National Writing Project, HVWP provides powerful learning opportunities for educators in the Hudson Valley region.

We’ve been designing their program materials for years, and they approached us for a full rebrand in their 20th year in business.

our approach

Together, we developed a comprehensive brand strategy and visual identity system, including brand architecture that could house their parent organization as well as two sub-brands; Young Writers Programs and Professional Development.

The new identity honors their 20-year history, building on their existing brand recognition while giving them a current look and a cohesive and functional system of brand assets. This allowed them to both reach new audiences and maintain their established base.

The identity we created is ultra flexible, so that their leadership team, teachers, interns and volunteers can successfully utilize the new brand assets in-house, when developing the wide range of communication and marketing materials they put out every year.