Ascent Student Loans is a private student loans provider working to develop a sub-brand called Ascent Labs. As part of a team, I collaborated with Ascent to design some potential branding directions for Ascent Labs, which would function as an online community for students to access resources and communicate with other students to find answers to their financial questions. Ascent's branding is based on a space theme, using a spaceship as its logo to propel students towards success.

 

In designing the Ascent Labs sub-brand one of the directions I focused on was spaceship imagery, and through a few rounds of intense sketching I came up with the idea of an astronaut surfing on a spaceship, as the spaceship represents the parent company of Ascent and the surfing astronaut represents the students who are trying to find a balance in their financial and student lives. Below, you can view the sketching process I took to get to the final logo. NOTE: This is a student project and is not endorsed by Ascent.