Skill Trek

skill trek life skills curriculum

Brand identity design

Project Goal: Design a brand that communicated quality and relevance and would serve as a simple, strategic visual foundation for any graphic efforts moving forward

SkillTrek’s mission is to “raise surprisingly skilled kids.” They are a homeschooling supplement curriculum and membership and provide life skills training for kids. The range of topics they cover is massive, and the members of their community are all-in.

Dave and his family purchased the company a few years ago and realized it needed a fresh, modern rebrand if it was going to stay relevant and appeal to a larger audience. With more and more families choosing homeschooling as a means of educating their children, the market for this life skills curriculum is significantly growing!

The results

The process

The Solution

The Problem

The rebrand needed to accomplish a few goals:

Communicate quality, competency, and relevancy (It needed to appeal to the right audience – a.k.a the chic mama who believes in “raise ’em right.”
Serve as a simple, strategic visual foundation for any graphic efforts moving forward (i.e. future illustration/character design, website redesign, printable pdfs, video content, etc.).
Because SkillTrek is a family-owned business, the branding had to be something that Dave’s whole family would love and want to promote! (It had to get everyone’s stamp of approval.)

The results

The Solution

The process

The Problem

Because of the lighthearted, childlike nature and content of the brand, the colors needed to be uplifting, and exciting. The palette’s foundation, a triad of deep blue, rustic orange, and light sky blue, adds stability and depth. The secondary colors, light green, orange, and purple, are fun and provide variety for accents.

The primary logo references the outdoors theme without being too obvious. We chose a combination of a word mark and adventure elements to create an interesting, simple logo.

The results

The Solution

The Problem

The process

The new brand allowed Skill Trek to stand out based on the quality of the content. Dave said they had previously felt like they were not appealing to the right market (i.e. they seemed like the weird type of homeschool group), but now they felt like their visuals were attracting the right demographic.

The strong foundation we created has been the start of many new opportunities of other collateral designs they have produced. Dave was thrilled with the outcome of the project, and it was such a pleasure working together.

The process

The Solution

The Problem

The Results

Here's what Dave had to say about it:

The project was a huge success. Mary really figured out what would be important influences upon design without an overly long process. Her written and video commentary along each step of the design process was so helpful, and the resulting brand guide and related collateral is exactly what we needed. Her work was much more than a simple visual facelift. This truly marks the start of a lot of new opportunities.