the After-School Club

The After-School Club was built for the educators and caregivers shaping the next generation — and often doing it without enough support. This brand reimagines professional resources as community: a space where collaboration, creativity, and care live side by side. It’s welcoming, inclusive, and refreshingly real — built for people who give their all, every day.

PROJECT TYPE:

the POWERHOUSE DUO

Brand Strategy
brand identity design
Website Design
Brand Positioning
Brand Messaging
Mascot Design
Merch Design

BRAND IDENTITY

We designed an identity that feels like a deep exhale — warm, approachable, and human. Playful typography, soft color palettes, and thoughtful texture combine to create a sense of safety and belonging. Every detail was crafted to communicate accessibility and authenticity without losing the spark of joy that drives the work.

VOICE & TONE

Grounded. Encouraging. Unpretentious. The After-School Club’s voice is a friend at your lunch table — the one who gets it, makes you laugh, and reminds you you’re doing great. It’s honest about the challenges, hopeful about the future, and always rooted in community.

Chalkboard

golden hour

highlighter haze

cafeteria tray

crushed eraser

THE STYLE IS PLAYFUL, YET THOUGHTFUL, REFLECTING THE BRAND'S FOCUS ON COLLABORATION AND CREATIVITY, THE LAYERED DESIGN COMMUNICATES DEPTH AND THE ABILITY TO CONNECT AND BUILD SOMETHING GREATER TOGETHER.

goal: to expand use-cases for merchandise that can feel academic and help people connect with the club.

logotype: connected energy

academia style versions

leaning into the cool versions of academic fabrics, we created multiple patterns that continue to embrace the after-school vibe.

patterns

feeling the nostalgia during the design phase, we created additional patterns and a mascot centered around hole punching and the confetti circles created from it.

hole punch vibes