Anna Ren

Project Title: Innovators & Entrepreneurs Foundation Programs

Client Name: Innovators & Entrepreneurs Foundation

Date: 2023

Role: Project Manager, Graphic Designer

Context

The Innovators & Entrepreneurs Foundation (IEF) is a national charity dedicated to supporting founders and innovators from racialized and/or equity-deserving groups, helping them navigate institutional, structural, and interpersonal biases. This year, we expanded our offerings by introducing two new programs: the Business Directory and the Mental Health Resources Program.

Business Directory Program: Encourage small/medium-sized businesses within our network to register, emphasizing diversity by categorizing businesses based on their equity-deserving groups and province.

Mental Health Program: Collaborate with mental health therapists to provide virtual (and potentially in-person) workshops for entrepreneurs.

Method

Upon receiving the CEO’s ideas for the new programs, I engaged in a thorough discussion with the Foundation CEO to grasp the concepts and objectives of the Business Directory and Mental Health Resources Program.

Design Process

Aligned with the existing branding guide, I created two distinct logos for the new programs:

Business Directory Program Design Approach: Incorporated four duplicated Foundation logos arranged as a puzzle to form a maple leaf, symbolizing unity among small businesses. The background mirrors our brand colors.

Mental Health Program Design Approach: Opted for a butterfly shape, signifying relaxation and enjoyment for the audience, while also subtly representing two brains for mental health. The background color aligns with the original brand colors, creating a vibrant and calming atmosphere.

Solution

Business Directory Program: The new design has successfully clarified our brand identity. The maple leaf puzzle communicates unity among small businesses, addressing previous logo misconceptions.

Mental Health Program: The butterfly-shaped logo has been well-received for its representation of relaxation and mental well-being. The design aligns with the Foundation’s brand and creates a colorful and soothing visual.

Results

Business Directory Program:

• 122 registered businesses post-launch, with ongoing growth.
• The team will categorize businesses based on research and the information received.

Mental Health Program:

• Launched 9 successful workshops with 2 more scheduled this year.
• Fully booked workshops received positive feedback from attendees, indicating a strong impact on mental health support within the entrepreneur community.