Engineering Momentum
Transforming the Face of Engineering Careers
Partnering with Engineering Momentum to redefine the future of engineering, inspiring underrepresented students to pursue impactful careers and equipping them with the tools to thrive in a diverse and evolving STEM landscape.
Colorado’s Pathway to Engineering
Engineering Momentum is a transformative program connecting underserved students in Colorado to thriving engineering career paths. Supported by the University of Colorado and the Department of Defense, the program focuses on high school and community college students from diverse, underrepresented backgrounds, helping them aspire to and attain a four-year engineering degree.
Our partnership with Engineering Momentum aimed to establish a brand identity that reflects their mission: empowering students to see engineering as an exciting, attainable, and impactful career.
The Challenge
Unless approached Merit Strategy with a bold vision: to create a brand that reflects their mission to accelerate systemic change in industrial sectors. They needed a comprehensive identity that could communicate urgency, optimism, and a future-forward ethos while maintaining credibility within the venture capital ecosystem.
The challenge lay in translating a complex value proposition into a cohesive brand that:
01
Resonated with impact-driven entrepreneurs.
02
Demonstrated long-term commitment to transformational innovation.
03
Differentiated Unless from traditional venture capital firms.
Our Approach
Research
+
Strategy
+
Creative
We believe impactful brands begin with human-centered insights and a clear vision. Our approach combined research, strategy, and creative execution to craft a brand that not only looks compelling but also drives meaningful change.
Research & Discovery
We began by immersing ourselves in Unless's ecosystem. Through stakeholder interviews, competitor analysis, and market research, we uncovered key insights:
Generational Opportunity
Unless is at the forefront of a pivotal moment in industrial innovation.
Human-Centric Vision
The firm prioritizes not just technological advancements but their equitable impact on people and industries.
Differentiation
Unlike many VC firms, Unless emphasizes perpetual capital and expertise-driven partnerships over
short-term gains.
This foundation informed the strategic direction of the brand:
Positioning Unless as a bold catalyst for progress, with an identity rooted in optimism, trust, and transformation.
Brand Strategy
The brand strategy revolved around the concept of the inflection point—a metaphor for moments of transformation that define the trajectory of progress. This theme encapsulated Unless's role as a driver of change and framed their mission in a way that resonated with both entrepreneurs and investors.
Key pillars of the strategy included:
Purpose
Transform venture capital to drive lasting, scalable impact across industries.
Tone
Bold, forward-thinking, and grounded in optimism and accessibility.
Differentiation
Highlight Unless's unique approach to funding and long-term commitment to transformative ventures.
Creative Execution
We translated the strategy into a bold, dynamic visual identity that aligned with the brand’s mission and values.
CORE BRAND APPLICATION
Visual Identity System
Brand Guidelines
Social Media Templates
Website
Email
Presentations
Promotions & Apparel
Visual Identity System
Logo | A modern wordmark paired with a "dot" icon representing the inflection point of transformation.
Visual Narrative | The inflection point demarks the point of differentiation between past and future. The moment where forward progress is made focusing on Ventures and Solutions that advocate and embody Impact, Progress, Collaboration, Technology, Convergence, and Scale propelling us all into the future of innovation identified as Industry 4.0.
Typography | The clean and future-forward "Inter" typeface, chosen for clarity and modernity.
Color Palette | A tech-forward palette combining monochromatic hues with vibrant accents, reflecting innovation and energy.
Brand Application
Website | Built on Webflow CMS, the responsive website communicated Unless's mission through compelling visuals and clear messaging.
Investor Presentation Decks | Custom-designed presentation templates ensured consistency and professionalism in stakeholder communications.
Marketing Collateral | Branded SWAG, email templates, business cards, and social media templates created a unified, memorable presence.
Impact
The branding has empowered Unless to stand out as a leader in venture capital, attracting impact-driven entrepreneurs and partners aligned with their mission. Key outcomes include:
Enhanced Recognition
A cohesive visual identity strengthened Unless’s presence in the VC landscape.
Compelling Narrative
The "inflection point" metaphor resonates deeply, positioning Unless as a firm rooted in both innovation and humanity.
Scalable Design System
Flexible templates and tools allow the brand to grow seamlessly as Unless expands its portfolio.
Conclusion
Through a human-centered approach, Merit Strategy helped Unless bring their mission to life. The brand now serves as a beacon for innovation and equity, aligning perfectly with our shared commitment to positive impact.
At Merit Strategy, we don’t just create brands—we shape narratives that drive change and leave a lasting legacy. Unless is proof that with the right strategy, design, and vision, a brand can become a catalyst for progress.