Collegiate Directions

Client Challenge:

How does a brand that helps others help itself?

Collegiate Directions is a non-profit based in Bethesda, MD that provides opportunities for low-income students to attend college. Through services like counseling, test preparation and leadership training, this program stays with young students from 10th grade through college graduation.


The CDI brand needed a refresh; their look was outdated and needed to be a lot stronger in order to meet their goals. The brand was impersonal and didn’t accurately portray the organization’s personality and voice.


CDI wanted a professional brand with enough whimsy to appeal to students, parents and donors. We designed a bold and clear pictorial logo, modeling a graduation cap into a kite. This added the visual whimsy and paired well with the tagline “Helping Scholars Soar.” A bright, friendly color palette was incorporated in with more classic neutrals, creating a nicely balanced feel.


Logo Design

Non-profit organization-wide brand aesthetic creation & development

Annual Report Design

Stationery Design

Business Card Design


Note card

Year-End Appeal Direct Mailer

10th Anniversary Branded Milestone Event Materials

10th Anniversary Milestone Logo Design

Event Invitation Package

Event Program Booklet with Special Insert

Promotional website graphics

Event registration website branding


“Think Baseline is my graphic design lifesaver. I was blown away by their professionalism, their efficiency, and the quality of their work, in addition to their willingness to dive into our first project at short notice! They understood exactly what we needed and delivered it. Think Baseline has become Collegiate Directions’ go-to designer. The entire team is responsive and warm, and their work is consistently high quality. Beyond that, I know that they understand our mission and will create products that accurately and beautifully represent our organization.”

— Juliana Avery, Communications Manager & Development Associate, Collegiate Directions