NBS Charge '23

CHALLENGE: Update the event branding for the Winter Directors Meeting to include sales and reflect the name and idea of Charge.

SOLUTION: Given the name Charge to work with, my team focused on how the idea of charge relates to leadership, an important concept to the conference and both the Directors and the Sales teams at Nelnet Business Services. Three primary aspects caamee to the forefront during our concepting: taking charge, recharging, and taking care of those in your charge. Each of these aspects is key to being a great leader.

With the three aspects in mind, I built on the circle element often seen in Nelnet's branding to create a unique radial for each. The green radial represents "taking charge" with the color green relating back to the primary brand color and also representing positivity, growth, and moving forward. Additionally, the radial portrays high energy with its burst of shapes, including shapes that seem to be pointing outwards like arrows, showcasing a forward and outward momentum. In contrast, the blue radial features shapes pointing inward to evoke the ideas of looking within and reflecting that are associated with "recharging." Similarly, the color blue was selected to evoke calm and serenity. The final, yellow radial representings "taking care of those in your charge" with the primary shape making up the radial abstractly portraying a person, thus creating a circle of people around the center. The color yellow was chosen here to represent the warmth and energy that often comes from the people around us.

And ultimately, not only can the three radials that represent the three aspects of leadership stand on their own, but they can also be brought together into a more complex and colorful radial to represent leaders as a whole.

COLLABORATORS: ED MEJIA, HANNAH MORRISON, & KOTY NEELIS