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STEM for Her

STEM for Her 

Challenges/Opportunities:

STEM opportunities for learning in K-12 education have been on the rise for many years. Except… for young girls. Young girls are not becoming interested in STEM areas as they grow up (and as a result) the number of females entering these fields does not pace at the same rate as males entering these fields. To help address this issue, with the ultimate purpose of creating gender equality in STEM areas, the Women in Technology - Education Foundation (WITEF) nonprofit was formed. The purpose of this organization, which was a spinoff of the well known Women in Technology (WIT) organization, was to develop programs which would attract young girls to take an interest in STEM areas of study as they begin to receive training needed to establish their career goals/aspirations. The issue was that the name WITEF didn’t create a strong brand connection with target audiences, young girls and also funders who could help to support this cause. A rebranding of name and core messaging was needed.

Strategy/Results:

Branding has always been a strong point for Larnish Larsen, as has establishing ways for a brand and audience to find areas of compatibility so that a relationship could foster. After conducting a SWAT analysis on the organization as a whole we determined that changing the name was imperative. We wanted to establish a name (and brand) that embodied what young girls were seeking and what funders could rally around to support. The name STEM for Her with developed with the tagline of Explore. Engage. Pursue. In a concise and motivating way, this new identity did everything it needed to in order to create a rallying point for young girls to take an interest in STEM areas throughout their K-12 education and to encourage them to pursue STEM areas as a career choice. As with all new branding initiatives, time will tell the true results, but for our part in helping to enable this important organization take a step forward toward having a greater impact on their core audiences, we are very pleased with the STEM for Her logo and branding identity and expect it to do great things to close the gender gap in STEM career areas.