PAAM (Participatory Action Art Mentorship Program) is UPenn’s Animation, Architecture, and Design Volunteering Mentorship Program, founded by undergrads for high school students in West Philadelphia. As an animation mentor at PAAM and as someone who is passionate about art education, I had a personal tie to the program, so I found this project especially close to my heart.

When designing the logo and establishing the brand identity, I aimed to create something that would tell right away that the program serves younger students. I chose a rounded font (Raleway) to keep the playful identity and changed its thickness to Semibold to increase readability. For the logo itself, I designed a pencil that, at the same time, is a magic wand – the design implies that all the student needs is a drawing tool, and the rest will be magic. I also wanted to change the style of the A for Art in PAAM to match the pencil’s style, making them linked to each other.

Skills: Branding, Graphic Design, Social Media Marketing
Role: VP of Marketing, Art Director