A full visual identity system for the Global Technology for Social Justice Lab (GloTech) at the University of Massachusetts. The lab's mission — "Beyond bits, borders and biases" — demanded a visual language that felt both globally conscious and technically precise. We delivered a complete brand system: icon, logo, typography, color, patterns, web, social, and merch applications.
The Challenge
Academic labs often default to institutional, generic visual identities that fail to communicate the urgency or ambition of their work. GloTech needed a brand that felt as bold as its mission — one that could hold its own in both academic and activist contexts.
Our Approach
The centerpiece of the identity is The Forge — a bold, angular icon representing direction, transformation, and collective momentum. Its forward-pointing geometry signals progress; its simplicity transcends language and geography. The palette of black, aquamarine (#00DFEA), and white creates a striking, high-contrast system. MADE Okine Sans was selected for its modern authority across all weights. Patterns called "Power Up" and "Trails" extend the system into textured, expressive applications.
The Outcome
The identity was rolled out across web, social, print, and merchandise — giving GloTech a visual presence as distinctive and purposeful as the research it produces.
Key Results