Crafting the Brand

Working alongside UChicago Nobel laureate Michael Kremer, Rachel Glennerster, and the Accelerator team, I led the creative process to define the visual identity for this ambitious initiative. The goal was to develop a brand that exuded energy, innovation, and creativity—elements central to the Accelerator’s mission.

Also central to this project was the development of a website consisting of an Innovation Challenge page that individuals and organizations could submit their market-shaping ideas to. Within its first quarter of launch, the institute successfully launched the challenge, drawing attention from policymakers, media, and industry leaders.

Logo Exploration: From Compass to Arrow

The journey began with conceptual sketches, including the idea of a compass forming the letter “A” to symbolize guidance and direction. While the concept resonated thematically, it lacked the boldness needed for this institute.

Ultimately, I landed on a mark that subtly resembled the letter “A” while embedding an upward-moving arrow in its design—a symbol of growth, progress, and success. The stylistic divide in the “A” created visual energy, reinforcing the Accelerator’s forward-thinking mission.

Refining the Color Palette

Once the logo’s structure was finalized, I experimented with a range of color palettes to strike the right balance of sophistication and vibrancy. After much iteration, the team decided on a subtle maroon gradient to keep ties to the University of Chicago. The final design was then submitted to UChicago’s Central Communications for approval, ensuring alignment with the university’s brand standards.

Launching the Website: A Platform for Innovation

While the logo was in review, I shifted focus to the Accelerator’s website, which had to be ready for the institute’s debut at the International Monetary Fund in Washington, D.C. The event also marked the launch of the Accelerator’s Inaugural Innovation Challenge, a global competition offering up to $2M in prizes for market-shaping proposals in fields where innovation is under-incentivized, mainly in biosecurity with a focus on pandemic preparedness and climate change.

The website was designed as a single-scroll experience with clear navigation and high-impact visuals to reflect the Accelerator’s mission. It went live on launch day, accompanied by the high-profile event featuring the new logo across signage, presentations, and promotional materials — providing a  seamless integration of the brand into both digital and physical spaces. (Note: An image of the website at the time can be found at the very end of this page).

Reflecting on the Process

Serving as both the creative and technical lead for this project was an exciting and insightful challenge. From initial concept development to the final website launch, I had the opportunity to implement my vision across every aspect of the project. Balancing the dual roles of designer and developer allowed me to ensure consistency throughout the brand and website, though meeting tight deadlines sometimes pushed creative limits.

Despite the challenges, I found immense satisfaction in seeing the project come to life — an identity and platform that effectively communicates the Accelerator’s mission to drive private-sector innovation and tackle some of the world’s most pressing challenges.