Handshake was created to ensure that all college students have equal access to meaningful careers. Since our 2013 their network of university and employer partners—and the impact for students— has grown exponentially. Within a few years, Handshake has become the leading early career community in the US.  After clarifying their brand purpose, it was time for a redesign. The new verbal and visual language represents how students and young adults reshape themselves adapting to a fast paced work environment, providing the freedom for those who have boundless ambition to thrive.

In the initial stages of the project, we conducted an in-depth research to truly understand Handshake’s early talent ecosystem. We gained insights from students feedback, surveys, talking to partners, employers and stakeholders.

A system of evolving geometric shapes was created, inspired by unapologetic people who are not afraid of living their true self by discovering themselves phase after phase.

The suite of geometric shapes is meant to accomodate a flexible system and can be used as a tool for storytelling. The different parts brought together can create some unique, but controlled compositions.

Design Studio: DesignStudio | Creative Director: James Hurst | Art Director: Luke Stenzhorn 
Strategy: Sophie Kaady | Designer: Silvia Abruzzese | San Francisco, 2019