LaunchCode
Non-Profit Code Academy Founded by Jim McKelvey
One Giant Leap
Leading a brand evolution for a code academy focused on historically underinvested communities, we transformed LaunchCode’s established identity into engaging multi-channel storytelling.
Challenge
Push creative boundaries for a code academy serving historically underinvested communities — while preserving their soul and stretching limited resources.
Insight
Sometimes evolution beats revolution. Their established identity had untapped potential to better serve both mission and audience through strategic exploration.
Solution
Developed fresh brand applications that explored new creative territory while maintaining core identity. Created engaging content across channels that reinforced their mission through authentic storytelling. All while delivering meaningful impact with limited resources.
Mission Control: Crafting LaunchCode’s Future
As my capstone project, I designed a publication framework for LaunchCode's storytelling — launching it with a piece focused on their “forever home" renovation in St. Louis. This inaugural issue, built from established brand elements, became the fundraising team's primary tool for engaging grant makers, corporate donors, and individual supporters.
#STLTechforce200
With zero budget and a tight deadline, I created a :60 digital spot promoting LaunchCode's 200 job-ready graduates for STL.works' inaugural workforce rally. The key insight? Including every graduate's name, making the piece instantly shareable among their networks and giving them deserved recognition.
The room fell silent when I first played it for leadership — including the Executive Director and Chief Creative Officer. Then the Executive Director asked to see it again. And again.
Even better with sound ↑
LnchCd ld Drv
Branding and platform-specific social animations for LaunchCode's first blood drive. I let the missing letters tell the story. Because for the story to make sense, we needed A, B, O, U (you), and I.
Geek Gala: From Algorithms to Altruism
An integrated campaign that brought fresh energy to this annual fundraiser — spanning social, email, and traditional mail with an upbeat emotional message. The refreshed approach helped drive higher attendance and a significant boost in donations.
“Thank you, LaunchCode.”
When I started at LaunchCode, everyone talked about the graduation ceremonies — particularly the testimonial speeches. And they were right. These stories of transformation were powerful proof of how LaunchCode launches students into possibilities they hadn't imagined for themselves.
Working within non-profit budget constraints, I saw an opportunity to amplify these voices beyond the podium. By pairing graduates' recorded testimonials with kinetic typography and vintage NASA footage (a nod to both name and mission), we gave their words new lift-off.
Sound on, please.
An Unexpected Liftoff
A hero graphic I created on a whim that has gone on to have a life of it’s own on a variety of collateral materials.
LaunchCode watercooler homage ↑