Nextech

Nextech

Branding a non-profit organization for what’s next

Nextech began as marketing software leader ExactTarget’s philanthropic arm, The ExactTarget Foundation. They focused on three areas: reducing childhood hunger, increasing education, and fueling entrepreneurship. However, the foundation needed a refreshed identity and focus after Salesforce acquired ExactTarget.

I worked with the organization’s leadership team to reposition the non-profit by developing a new name and brandmark.

Casting a new vision

They planned to relaunch with a refined vision of reducing the gap between computer-related employment opportunities and the number of individuals pursuing them. With a passion for developing the next generation of technology pioneers, it was clear the name needed to work for donors and students alike.

Based on their new vision, we developed several name options, ultimately selecting Nextech, which combines next (next generation, next and fresh/new, and next as in looking ahead) with tech (which plays off their mission to teach computer science and other 21st century skills).

Once the name was selected, we began the development of the logomark. We drew inspiration from their history and included breadcrumbs from their former identity—the orange color references ExactTarget’s Orange Culture and a stylized "X," which served as the unofficial ExactTarget avatar. I combined these elements with an arrow (forward movement) and a spark (ideas & inspiration), resulting in a simple yet iconic burst.

Sparking Brand Applications

It has been my pleasure to support from the sidelines and see how Nextech has applied their logomark across different channels, mediums, and assets. 

Image credits @nextech, @scottdorsey, @nwhsbusiness, and Creative Quarterback

Catapult Mentor

In addition to providing design consultation, it’s been my honor to serve as a mentor to Nextech Catapults. You can learn more about the program in the video below, which features one of my students, Saul Martinez.

Video credit: Nextech

Credits