The Dow Leadership Academy

The Dow Leadership Academy, an initiative by Dow, a Fortune 500 company and a global leader in chemicals and plastics manufacturing, aims to address the growing need for skilled professionals in the manufacturing industry. With the demand for STEM-related careers on the rise, the Academy seeks to inspire students to pursue these fields through specialized educational programs and resources. As part of this initiative, as the lead graphic designer I was tasked with creating various visual materials to communicate key information, attract prospective students, and engage stakeholders while adhering to Dow's established brand guidelines.

The Dow Leadership Academy caters to students interested in pursuing careers in science, technology, engineering, and mathematics (STEM), particularly within the manufacturing sector. The target audience includes high school students, educators, parents, and industry professionals. With Dow's reputation as a global industry leader, the Academy benefits from strong corporate support and partnerships with educational institutions and community organizations.

The primary challenge was to seamlessly blend Dow's existing brand guidelines with the branding for The Dow Leadership Academy while simultaneously resonating with high school students and encouraging them to explore STEM careers in manufacturing, posing a challenge in striking the right balance between corporate professionalism and student appeal. I needed to create distinct visual elements that would differentiate the Academy while conveying its mission, values, and opportunities effectively.

Brand Integration: Leveraging Dow's existing brand guidelines, I incorporated the company's colors, and typography to maintain consistency and reinforce the Academy's affiliation with the organization. This ensured a cohesive visual identity across all materials while establishing credibility and trust among stakeholders.

Distinct Visual Elements: To differentiate The Dow Leadership Academy, the team introduced custom graphics, icons, and imagery that aligned with the Academy's focus on STEM education and manufacturing. These elements helped to create a unique identity for the Academy while reinforcing its mission and values in a visually engaging manner.

Student-Centric Design: Understanding the importance of appealing to high school students, the I adopted a design approach that prioritized vibrant colors, dynamic layouts, and relatable imagery. By incorporating elements that resonated with the target audience, such as modern typography and energetic visuals, the materials were designed to capture the attention and interest of prospective students.

Collateral Materials: In addition to infographics and PowerPoint presentations for stakeholders, the team created flyers, banners, and brochures specifically tailored for student recruitment efforts. These materials featured compelling messaging and clear calls-to-actions to encourage engagement and drive interest in the Academy's programs and opportunities.