Micromentor
In 2022, entrepreneurs with mentors were 12% more likely to access financial capital than those without, and 51% of female-owned small businesses increased their revenue when they worked with a mentor. Yet, many entrepreneurs lack access to those powerful connections and resources. Since 2008, Micromentor provides business mentorship to underserved business owners around the world, helping them launch, grow, and adapt resilient businesses with support.
The Ask
Micromentor received a grant from Google.org to develop a new open source mentoring app, expanding access to mentorship for underserved and difficult-to-reach entrepreneurs in the Middle East and North Africa. The app aims to dramatically increase access to social capital via business mentorship and will be designed to be easily adopted by other mentoring organizations for broader impact. Micromentor realized the time was right to refresh their brand and create a brand guideline doc to guide the visuals for the app. Their goal: to break out of the “nonprofit look” and model themselves after the top tech brands while maintaining their humanity.
The answer
It was important to get the global executive team on the same page as the marketing team. We started with a competitive brand audit and logo exercise, identifying key insights and opportunities for Micromentor. Within a matter of weeks, we got approval on a final logo redesign and a brand toolkit to reskin the app before launch. In the end, they decided not to change their logo drastically. Key wins: removing the parent company from the logo lockup, bringing in a bold color palette and turning that second “m” lowercase!
brand guidelines
before
after
Branding presentation – R2
inspiration moodboards for new visual system (future phase of rebrand)
Branding presentation – R1
An early logo iteration I enjoyed. If we’re not having some fun, what’s the point? 🙂
