Background
Urban Tech Hero (UTH) is a not-for-profit offering free tech training, mentoring, and real work experience to underserved youth, helping them land jobs that match their strengths.
Urban Tech Hero (UTH) is a not-for-profit that provides free tech training, mentoring, and real work experience to underserved youth in New York City. Founded by Danny DeJesus, the organization bridges the gap between classroom skills and employment by meeting young people where they are and helping them build careers that match their strengths.
Challenge
UTH needed a full identity rebrand to better connect with their young, urban audience and authentically convey trust, community, and support.
UTH had outgrown its original brand. The existing identity no longer reflected the energy, ambition, or diversity of the community it served, and the name itself wasn’t resonating with its target audience. The organization needed a full rebrand, including a new name, that could speak authentically to young, urban audiences while still conveying the trust and credibility needed to attract partners, employers, and donors.
Solution
Starting with a name change and stylescapes to define the palette, typography, and logo, I worked with founder Danny DeJesus to gather direct input from the target audience. The result is a vibrant, urban identity that authentically reflects UTH’s values.
I started by developing stylescapes to define the visual direction before a single logo was drawn, working directly with founder Danny DeJesus to gather real input from the target audience. After landing on the name Urban Tech Hero, I built out a full identity system with a bold, urban-inspired logo, a vibrant color palette, and a versatile type system. The result is a brand that genuinely reflects who UTH is and who it exists to serve.
