Engineering Momentum
Building Bridges for a Thriving, Diverse Engineering Workforce
Partnering with Engineering Momentum to inspire and equip the next generation of students.
A New Pathway to Engineering
Engineering Momentum is a visionary program connecting students to dynamic engineering career paths—especially those who may not typically see engineering as an option. Supported by the University of Colorado and the Department of Defense, the initiative offers mentorship, paid internships, and streamlined transfer pathways to four-year universities. Its mission is to empower high school and community college students from diverse, historically underrepresented backgrounds to envision and achieve a fulfilling future in engineering.
Our collaboration with Engineering Momentum focused on developing a compelling brand identity and messaging that embodies its core purpose: empowering students to see engineering as an exciting, attainable, and impactful career.
The Challenge
Despite a growing demand for engineers, many students remain unaware that engineering is a viable career path for them. Engineering Momentum sought to address three critical barriers:
Clarity
A lack of understanding about education pathways to engineering careers.
Preparedness
A need for tailored support to meet prerequisites for a four-year degree.
Access
Limited opportunities to connect with leading universities and employers through programs like paid internships.
Merit partnered with Engineering Momentum to craft a cohesive and inspiring brand that communicates its mission, reaches non-traditional students, and elevates engineering as a life-changing opportunity.
Brand Strategy + Creative
We developed a comprehensive branding system to meet these needs:
Our Approach
Visual Identity System
We developed a modern logo, vibrant color palette, and dynamic typography system with graphic elements to inspire and guide the audience while balancing professionalism and energy.
Digital
Presence
A user-friendly website highlighting the program’s value, pathways, and success stories, targeting both high school and community college students.
Authentic Messaging
We aligned all communications with Engineering Momentum’s voice: inclusive, credible, empowering, and aspirational.
Outreach Materials
We created posters, emails, social media graphics, and SWAG items like t-shirts and tote bags to resonate with students, families, and educators while boosting program visibility and pride.
Through this multi-faceted approach, we delivered a consistent and compelling representation of Engineering Momentum’s vision and mission.
Services & Brand Applications
Brand Strategy
Brand Expression
Visual Identity System
Key Messaging
Collateral Design
Brand Guidelines
Social Media & Email
Website
Posters
Promotions & Apparel
Brand Strategy
Engineering Momentum’s brand strategy focused on creating a clear, inclusive pathway for underrepresented students to see engineering as an attainable and impactful career.
Key elements included:
Targeted Stakeholders
High school and community college students from marginalized communities, with an emphasis on diversity in gender, race, and socioeconomic backgrounds.
Positioning
Established Engineering Momentum as a credible, supportive champion guiding students toward a four-year engineering degree.
Value Proposition
Provided students with comprehensive support, from math booster programs and stipends, to mentorships through University of Colorado's 4 year engineering program and internships with top engineering firms.
Brand Expression
The brand expression brought Engineering Momentum's mission to life through a dynamic blend of inspiring messaging and a relatable voice that energized and connected with students.
Our brand expression primarily focused on:
Personality
Positioned as a credible, propelling champion, balancing professionalism with approachability to resonate with students and their communities.
Tone of Voice
Empowering, inclusive, and aspirational, reflecting the program’s commitment to equity and opportunity.
Authentic Messaging
Key messages highlighted flexibility, comprehensive support, and the promise of a thriving future in STEM careers.
This approach ensured the Engineering Momentum brand communicated with clarity, energy, and purpose.
Visual Identity System
Logo | A flexible, modern logo system anchored by the "EM" monogram, combining professionalism with an approachable feel.
Visual Narrative | Built from the shapes that create the “EM” monogram, the arrow shape is a component of the supporting graphics and a unique identifier of the visual identity.
Typography | Typography and supporting graphic elements (arrows and icons) designed to guide and motivate the audience.
Color Palette | A vibrant, purposeful color palette centered around "Engineering Momentum Yellow" and supporting neutrals, embodying energy and optimism.
Website | A user-friendly website highlighting the program’s value, pathways, and success stories, targeting both high school and community college students.
Poster | Bilingual posters in English and Spanish were designed to engage diverse students and templated for flexible future use.
SWAG | We created SWAG items like t-shirts and bags to resonate with students, families, and educators while boosting program visibility and pride.
Impact
By translating Engineering Momentum’s mission into a dynamic and approachable brand, we helped pave the way for a new generation of engineers who reflect the diversity of our communities. Our efforts resulted in:
Stronger Brand Recognition
A unified brand identity that resonates with students, educators, and industry partners.
Increased Engagement
More students from underrepresented groups are now exploring engineering as a viable career path.
Elevated Aspirations
A tangible shift in perceptions among students, particularly those who previously did not see themselves in engineering roles.