Evolving the BSCS Brand Through the 2022 Annual Report
BSCS Science Learning is a nonprofit dedicated to transforming science education through curriculum development, research, and educator training programs. During my time as the graphic designer, the organization was shifting its positioning from an academic research institution to a K-12 education partner. The 2022 Annual Report became an opportunity to visually define this new direction and bring greater consistency to the brand.
My Roles
Art Direction
Visual Design
Data Visulization
The Challenge
To build brand awareness in the K-12 space, BSCS needed marketing that felt more accessible to district leaders and educators. While the communications team was translating research into stories highlighting classroom-impact, the visual brand wasn’t keeping pace. Core elements like the logo and colors were used inconsistently, creating fragmented materials that weakened brand recognition.
The Solution
I redesigned the 2022 Annual Report using the Magician archetype as the foundation for a new visual direction that could serve as a consistent look and feel across future marketing materials. By introducing deep blue gradients, a unified sans serif type system, and minimalist graphic elements, I created a visual language that felt transformative and mystical yet scientific and practical. This approach helped position BSCS as a knowledgeable, trusted guide for science educators seeking to create meaningful change.
The Outcome
The redesigned annual report gave BSCS a more cohesive visual direction for their brand and showed leadership the value of aligning visuals and messaging. It became a useful tool in conversations with funders and district leaders by communicating impact more clearly and accessibly. The project also demonstrated how thoughtful design could support BSCS’s shift toward K-12 audiences.
“Our 2022 Annual Report is out! It's the best, most dynamic report in my time here!”
| Daniel C. Edelson, Executive Director and President
The Team
Lauren Novo - Director of Communications
Kate Chambers - Graphic Designer