The Equity Lab

The client

The Equity Lab is a Washington, DC-based nonprofit that seeks to disrupt racial and ethnic inequity by engaging organizations in issues of race, equity, diversity, and inclusion (REDI). Their signature fellowships and long-term engagements help individuals and organizations to develop a deep understanding of their own identities and the historical and cultural contexts in which we all operate.

The project

Founded in 2013 as FREE (the Fellowship for Race and Equity in Education) by veteran educator and DEI thought leader Michelle Molitor, The Equity Lab’s work was already well-known and highly respected in the education space. However, they had outgrown many aspects of their brand — their logo, color palette, and even their name — and wanted a refresh that would better reflect their changing portfolio of work, engage and excite new partners, and leave ample space for future growth.

We created an updated brand identity that felt new and fresh while remaining rooted in The Equity Lab’s history and reputation, including a refreshed logo suite, key messages and differentiators, brand guidelines, business cards, organizational templates, marketing collateral, social and community engagement materials, and a new website.