Guiding students to choose colleges that best fit their goals

2019 - 2020
Freelancing with
2 co-founders
Tilt Access

Helping high schoolers to choose colleges by maximizing excitement to go to college and minimizing the frustration to face financial challenges


Tilt is an ed-tech startup building a college guidance platform for students in under-resourced communities

Tilt is founded by two co-founders from their belief that attending a college could be the best opportunity for anyone, especially those under-resourced students, to develop the capabilities to be economically and socially mobile.


The co-founders asked me to design their brand and mock-ups for their pitch right after the company established. They initially needed a logo design, followed by assistance with corporate website,  print, and other branding materials


Problem space

Empathy-lacked requirements

The founder was preparing for upcoming pitch competition, looking for their  first seed investment. She sent me her hand-drawn requirements, and there were  function-oriented wireframes to show what functions the service has. However, I thought about delivering the value of this service beyond its operations.

Maximizing excitement to go to college, minimizing the frustration of facing financial challenges


I wanted the app to emphasize the thrill of pursuing dreams over financial worries

The app targets high school seniors aspiring for college but facing financial constraints. I reflected on my own experience of excitement and anxiety, and the desire to choose a dream school regardless of economic factors. I wanted the app to emphasize the thrill of pursuing dreams over financial worries. So, I used the key phrase "Christina, catch your dream!" and chose pastel tones for a brighter interface.


Tilt won 1st Place in the Social Impact section, and 3rd Place in the finals of Northwestern VentureCat 2020


Delivering emotion and philosophy can be more important than showing the functionality

I made this app's tone of voice kind and cheerful to reflect the co-founders’ philosophy. While I was working with them on the branding, they said they wanted to be a big sister to her students, and I believe that reflecting such tone and manner of voice is as important as showing the service’s functionality even at the mockup stage.


Stakeholder interview

Three key considerations were identified for the firm's branding

I start visual identity works with comprehensive research on the product and the client. Since this was a new service/company, I had several sessions of in-depth interviews with the co-founders to understand why they decided to start this business, how they are analyzing the problem, and their solutions. Such discussion led to the finding of below three key considerations:


The Tilt team has ten main attributes to describe themselves, what Tilt does and who they are. I narrowed them down to three most representative phrases with Tilt team


Ladder, Step, Box, Letter  T

I created visual metaphors based on the client's key concepts and values for the project. Working with the Tilt team, I identified four strong metaphors: ladder, step, box, and the letter T.


A symbolic logo, accompanied by a logotype, was chosen to both promote the service's name and convey its visual image

Brand story
BRanding system

I created three types of responsive logos to accommodate diverse screen sizes and use cases


Helping shoppers try on items without changing