Recognizing a misalignment in fast moving technology and slow-to-evolve career pathways, MIT RAISE had a vision to create and scale a new model for workforce development focused on increasing professional access to a future world shaped by AI. This vision would require catalyzing a movement and building a collaborative network of corporate, civic, philanthropic, and academic institutions.
MIT partnered with Other Tomorrows to clarify the initiative’s vision, name the initiative, and craft a sharp visual identity that channeled the energy behind the program and while speaking to the diverse network of collaborators.
"We’re not preparing people for the workforce today. And if we don’t have the workforce to compete in the marketplace, we fall behind, your company falls behind, your state, the nation, this isn’t some distant problem for tomorrow, we need to begin building this infrastructure yesterday. This initiative is designed to do just that."
Without anything in the market comparable to this initiative, it needed a name that clearly and immediately communicated what it was, while still capturing the energy and spirit behind the movement.
The initiative needed a brand that could speak to a wide range of partners—non-profits, universities, government agencies, and corporations. Our strategy was to lead with the initiative's bold vision, giving a diverse group of collaborators something worth rallying around.
We developed a name, visual identity, and landing page to launch the initiative. The name (PATH) does double duty—immediately signaling the initiative's mission while evoking the spirit of discovery this new frontier demands. Bold colors and type cut through the noise and inject urgency into the conversation. The metaphor of a career path runs through the iconography, graphic elements, and photo treatments, echoing the journey of education and career that sits at the heart of the work.
Other Tomorrows
Adam Lewandowicz
Jen Ashman-Stauss
Jimmie Chen
Kyle Wing
Pat Bitchell
Pete Strutt
MIT RAISE
Cynthia Breazeal
Hanna Adeyema
Katerina Bagiati
Kathleen Kennedy
Rupa Shah
