Equipped is a philanthropic for-profit organization purposed to provide to single mothers of African-American, or biracial sons, with tools of success for raising a generation of black sons who are global thinkers and global actors.

Equipped focuses on equipping single mothers (of any race or ethnicity) of African-American, or biracial sons, as well as disadvantaged and/or underrepresented youth, with the tools and resources necessary to ensure success, as achieved through the exposure to international perspectives and global travel opportunities.

The Logo

The path to education and global thinking is an all-dimensional journey. This is why the client was set on the idea of having a three-dimensional pyramid to represent their initiative. With all major brands switching to 2D design for digital adaptability, we used a two-dimensional illustration style that would suggest volume and depth. This strategy helped us meet the initial request while keeping the new Equipped logo up with the new trends. The gray tones are typically linked to metallic object and are here utilized to symbolize strength and character. The olive green selected by the client, adds a spark of energy and vitality to the color palette of the whole brand.

The Website

Equipped wants to capture the attention of mothers and leave an impression on their young sons. The demographic of the website gave JSL the right inspiration for the stylistic approach it needed to take. The website is deprived of all colors if not the green that opposes the neutral color scheme of the backgrounds and images, highlighting the areas of major interest. All the shapes used to construct the seemingly simple layout have rounded corners to suggest youth and affability. The contrast between toughness and leisure that the different elements of the website recreate, matches the nature of young men’s aspirations with the noble cause of the business.

Phenomenal company with even better people. I used and still use them today for my start up company. They have been patient and knowledgeable with my team and myself every step of the way. Communicate well and are very timely, too. I’d give six stars if it was an option. Highly recommend.”

NATE T.