+ Brand Strategy
+ Creative Direction
+ Color Palette
+ Font System
+ Logo Design + Secondary Marks for Programs
+ Website Design
+ Website Copy
+ Photo Sourcing
+ PDF Workbook Design
+ Custom Icons
+ Custom Profile Avatars
+App Design with Para.Design
Project deets:
Tour SD came to us ready for a major refresh. This statewide educational program had a solid mission — but the brand? Outdated, inconsistent, and in need of a glow-up that actually resonated with today’s classrooms.
We led a full rebrand, reimagining everything from the logo to the learning materials, with bright visuals, playful icons, and modular pieces that educators could easily use. We didn’t just design in a vacuum — we worked directly with classrooms and teachers to make sure everything hit just right. Now Tour SD feels fresh, functional, and fun — while still rooted in its original mission.
Tour SD!: An educational adventure that brings agriculture and SoDak history into the classroom
THE INSPIRATION:
LOGO DESIGN:
The original Tour SD logo had good bones, a clear nod to South Dakota with a grounded, ag-focused identity. But it felt more like it was prepped for a boardroom than a buzzing fourth-grade classroom. It leaned corporate, clean, and a little too buttoned-up for the kind of playful, curiosity-driven experience Tour SD was actually offering.
So we gave it the glow-up it deserved.
The refreshed logo keeps the heart of the original including the recognizable state shape behind “SD” but reimagines it with a youthful font and an exclamation point that feels like a high-five; the state becomes a chat bubble, hinting at conversation, connection, and regional pride. It's designed to feel STEAM-friendly and student-first: approachable, energetic, and built for hands-on learning.
CUSTOM VISUALS:
To bring the brand to life in the classroom (and on the app), we designed a full suite of playful, functional icons and avatars — all rooted in connection, clarity, and just the right amount of cute.
Avatars: Instead of assigning students random names or colors, we created a set of animal avatars — intentionally gender-neutral and future-proof for easy color/background customization. It adds personality while keeping things inclusive and accessible.
Activity Icons: These were built for the in-app experience helping students recognize different activity types at a glance. From writing prompts to field trips, each icon is built for visual clarity and engagement. Think: “Where am I? What am I working on?” all without needing to read a paragraph of instructions.
Landmark Icons: These bite-sized icons were designed to celebrate the unique flavor of each South Dakota town. From bison and trains to Ferris wheels and waterfalls, they're used throughout the app and materials to tie geography, history, and culture into one cohesive visual system.
Workbook PDF: This wasn’t just a cleanup — it was a full-on curriculum glow-up. We took the original Tour SD workbook and gave every single city its own spotlight, redesigning all 75+ pages to align with the new brand’s visual language and tone.
