I cast a wide net initially, then narrowed my focus to establish clear parameters for each brand. Through reading, writing, sketching, and extensive image searches, ideas began to take shape. I built a framework for each brand that would guide all future decisions. Color proved especially challenging. Each palette needed to feel distinct enough to differentiate the brands while maintaining visual harmony across the system.

An inclusive ecosystem where creatives, builders, and entrepreneurs can connect, learn and create within the tech, digital, product, and design industries. As a container for everything Rita was and would become, the brand needed to feel subtle yet expansive. The concept of "space" resonated deeply—not outer space with planets and stars, but the void itself. That weightless, formless place where anything is possible.

The typography is clean and bold, with the Heebo typeface carrying forward as a brand legacy. I expanded the type system to include a thin weight for headlines, reinforcing the concept of space while adding elevation.

A community for those coming up in tech, digital, product, and design at the intersection of career, connection, creativity, and culture. A place to support career-switchers and people looking to break into the world of tech and design, through seminars, events, and digital resources. Rita Lab was the first initiative created and is deeply tied to the brand's roots.

The half-enclosed circle appears here alongside audio waves, representing inclusion and the exchange of information. Stroke textures were varied and line weights kept light to emulate floating.

Heebo was included as the supporting font, drawing back to the parent company. The colors are bright and playful, softly blending into one another.

An all encompassing AI-powered platform guiding future creatives and technologists on their career journey. This initiative is at the heart of the brand and defines Rita as an ed-tech company—disrupting how people access education and preparing them for jobs that don't exist yet.

The circles here are imperfect, as if on the brink of transformation. Colors are high-contrast, unique, and energetic to match the brand's tone. Movement and purpose drive every element.

Since this brand powers a web app, accessibility and flexibility were essential—every color, typeface, and visual element needed to work seamlessly for the product team to build upon. The app launches early next year.

A creative collective supporting diverse creatives by connecting diverse business owners with diverse technologists to drive purposeful progress. A space where practice meets purpose.This initiative bridges business and education, so I returned to the concept of space—but this time as a blank canvas.

Fluid, colorful metallic shapes in the midst of change serve as the main visual element. The colors have a playful quirkiness and exist in a light world where they can truly shine. To ground and unify the system, the typeface is solid and distinctive.

It allowed each brand to expand on it’s own while keeping a strong tie to it’s roots. This brand development paved the way for revamped social media channels, as well as 4 websites that allowed for further expansion of the vision. With more projects and an app launch on the horizon, the flexible framework that was created continues to support their growth and evolution.