STEP at Old Westbury

STEP at Old Westbury is dedicated to increasing the number of underrepresented and economically disadvantaged students participating in STEM (Science, Technology, Engineering and Math). Based at the university campus of SUNY Old Westbury, they empower grade 7–12 students from Long Island, New York, to discover their potential in science and tech, through cost-free educational programming.

Although the program had an impressive impact, it wasn’t well known. The leadership team recognized the opportunity to reinvigorate the program’s brand and increase its visibility. They wanted to attract students who wouldn’t normally take part in extracurricular programs, and who may never have imagined themselves pursuing careers in STEM.

The team at SUNY Old Westbury were incredibly passionate, but had limited marketing resources. Their website used the shared identity of the state-wide STEP program, with borrowed imagery and dated typography. They also lacked the tools to effectively tell their story.

Rooted in a brand strategy inspired by the potential of underrepresented students, the new messaging invites prospective participants to ‘See yourself in STEM’. The colour palette and graphics reference microscopic images, with the saturation cranked up to make it bright and inviting. Circular image collages suggest what you might find under a microscope lens, inviting the audience to discover the vibrant world of science and tech, and to see themselves within it.

The new visual identity system and brand messaging sets SUNY Old Westbury’s STEP program apart from similar programs at other colleges. The team enthusiastically embraced the creative direction which we rolled out through a new website oriented to potential students and their families. We also designed brand guidelines and marketing collateral including social media graphics, brochures, and posters.

The rebrand has equipped STEP at Old Westbury to more effectively recruit students, attract funders and partners, and to communicate their impact. An indicator of the success is the shirt that students and professors wear proudly and which fosters a sense of pride within the program. The energetic colour palette and confident typography resonates with the young audience and now reflects the passion of the professors, working to overcome unjust systems through education.