LYFT Learning.
A visual system built to teach.
What started as identity work evolved into a long-term design partnership supporting curriculum, marketing, social campaigns, email, accessibility, training and nonprofit transition work for LYFT Learning and Life Skills Reimagined.
A brand that had to teach, guide and scale.
LYFT Learning needed to welcome learners and earn the trust of schools, agencies and families. A shared visual system connects curriculum, onboarding and campaigns.
Brand architecture with a warm, practical voice.
The system separates the parent brand, the learner-facing curriculum and the broader nonprofit/distribution context, while keeping them visually connected. Orange, black and warm neutrals create recognition, while the tone stays helpful, direct and encouraging rather than institutional or clinical.
A logo, palette and type scale that stay recognizable.
The standards lock down the Life Skills Reimagined logo with clear do and don’t examples, a six-color palette led by orange and black, and a type scale that separates display headlines, instructional copy and calls to action.
Logo system
- Use the official logo artwork exactly as supplied.
- Do: use at clear, readable sizes; use on approved backgrounds.
- Don’t: skew, stretch or modify the logo; change colors or apply effects.
Color palette
- LYFT Black #060103
- LYFT Orange #F5821F
- Soft White #FAF7F2
- Warm Paper #F5EDE2
- Teal #1EB9A6
- Purple #7765C6
Typography
- Display / headlines: use the display type for headlines, key messages and impact.
- Body / instructional copy: use clear, friendly type for learning, forms, emails and long reads; prioritize readability over personality.
- Call to action: use bold, action-oriented type for buttons, links and CTAs.
- Type rules: no all-caps paragraphs, use bold for emphasis, keep line lengths comfortable.
One topic. One visual cue. One clear promise.
A clear icon, plain-language headline and repeated structure help learners and facilitators recognize each topic.
Voice
- Warm mentor: empathetic, encouraging and human; we meet learners where they are.
- Practical coach: actionable, no fluff; we break things down and build confidence.
- Trusted partner: reliable, consistent and on their side every step of the way.
Key taglines
- Real Skills. Real Life.
- Life Skills That Stick.
- From Learning to Living.
- Small Lessons. Big Life Wins.
Curriculum topics
- 1. Personal Finance: budgeting, banking basics, credit and taxes, cash flow.
- 2. Communication & Resiliency: difficult conversations, conflict resolution, emotional regulation, healthy relationships.
- 3. Jobs & Career Readiness: career planning, networking, interview prep, workplace expectations.
- 4. Independent Living: apartment living, time management, moving out, adult responsibilities.
- Use one icon, one plain-language headline and one support color per topic.
A library designed to stay human.
The custom visual library balances representation, warmth and practical readability. Characters feel approachable and contemporary; icons stay simple enough to work in thumbnails, email, curriculum callouts and mobile social graphics.
Character style
- Characters reflect the diversity of learners, educators and communities. They feel real, relatable and full of potential.
Character rules
- Inclusive: represent a wide range of abilities, backgrounds and identities.
- Approachable: warm expressions and open body language.
- Everyday-real: modern clothing, realistic scenarios and relatable moments.
Icon style and rules
- Icons clarify actions and concepts at a glance; they are clean, modern and built to work everywhere.
- Simple: use clear shapes and minimal lines.
- Consistent: keep line weight, style and scale uniform.
- Rounded: use rounded corners and soft endpoints.
- Practical: icons should be easy to understand and actionable.
- Use flat vector artwork, orange/black accents and minimal visual noise. Avoid mixed stock styles, tiny details and random gradients.
From lesson topic to campaign system.
Carousel cards and email headers share the same DNA: warm tactile surfaces, one strong message, recognizable characters or icons, and a clear next step. The system stays branded without overloading every corner with a logo.
Carousel ad anatomy
- Orange number badge
- Brush-stroke subhead
- Topic bullets
- Icon illustration
- Footer CTA bar
Email header anatomy
- Speech-bubble headline
- Character or photo lead
- Logo lockup
- Support line
Style cues
- Whitewashed wood background
- Wood-grain borders
- Orange + black focus
- Handwritten accent type
- Bold subject headline
- Friendly illustration
CTA / footer guidance
- Example footer CTA bars across carousel ads and select collateral drive action and reinforce the mission: “Learn more about the curriculum” and “Subscribe to self-sufficiency.”
Useful is the standard.
Accessibility is treated as part of the brand promise. Contrast, live text, clear alt text, logical headings, readable type and pre-release quality checks are built into the production system rather than patched in at the end.
Accessibility
- Design with everyone in mind so materials are inclusive, clear and easy to engage.
- Check color contrast.
- Use real text whenever possible.
- Write clear alt text.
- Use logical headings and reading order.
- Keep type readable.
Production sizes
- Print guide / one-pager: 8.5 × 11 in
- Social carousel: 1080 × 1080 px
- Email header: wide horizontal
- Presentation: 16:9
Before release
- Proof topic names and claims.
- Export correct size and color mode.
- Run PDF, email and social QA.
Accessibility in everyday use.
The standards address readable hierarchy, contrast-aware color use, live text where possible, PDF accessibility and clear production practices. These give each new piece a practical starting point for accessibility review.
The program behind the system.
Client-reported program figures, not measured effects of the design. Source: Life Skills Reimagined curriculum (opens in a new tab)
One identity connects materials across curriculum, marketing, training and operations.
Templates, icons, character libraries and topic coding make future content easier to build without losing consistency.
Shared standards connect learner-facing materials with communications for schools, agencies and program partners.
