minerva project brand development

background & challenge

The Minerva Project team had a powerful vision of information gathering, data-sharing and outcomes-generating work to narrow the student achievement gap in the greater Omaha area. They also had an idea for the name of the organization and hardworking plans to get it off the ground, but they were seeking validation of that name, clarification of their brand and vision, visual identity and ways to bring the brand to life for donors and the community at large.


brand identity

minerva logo

David Day Associates partnered with The Minerva Project at a critical and exhilarating time. We conducted a scaled version of our discovery process to get to the heart of the brand and surveyed public perceptions of the pending name, “The Minerva Project.” With this input we crafted aesthetic elements as well as brand values, mission, vision and a voice guide. The contemporary and relatable brand identity is rooted in Goddess of Wisdom Minerva’s symbolic owl, which beautifully compliments with the “Wiser Through Research” tagline.


The brandscape naturally unfolded to visually and verbally speak to aspirational, student-focused, data-driven work with the cool color palette, black and white photography, and grid-like patterning. We carried these elements forward into a stunning stationery package, powerful fundraising brochure and modern, responsive website design.


The Minerva Project encountered a few snags in the launch process and hasn’t been able to fulfill its mission just yet. When the organization is fully-functioning as envisioned, the brand and communication touch-points will help boost recognition, memorability and utility for its target audience. Future work includes helping their team establish benchmarks for success and measuring progress on an ongoing basis.