Wilmington learning Collaborative (WLC)
The Wilmington Learning Collaborative (WLC) is a nonprofit dedicated to driving positive change in Wilmington, Delaware schools. As a new organization, the WLC partnered with First Ascent to develop a brand identity, website, and marketing messaging that conveys its mission and resonates with the community it serves. Built around their three core principles, “Students First. Connected Schools. Purposeful Partnerships,” our work included a bold new logo, website, social media and email assets, print materials, and merchandise design.
Scope of Work
- Branding & Identity Design
- Logo Design
- Communications Strategy
- Digital Marketing
- Website Design & Development
- Website Maintenance
- Graphic Design
- Public Relations Support
Designing with Community in Mind
Our approach was grounded in collaboration and research. We worked closely with the WLC and consulted with students and teachers to ensure the brand identity reflected both the organization’s mission and the people it serves. Understanding the historical context of segregation—where Wilmington students often traveled long distances to attend schools outside the city—we emphasized unity and celebrated this historically marginalized community, fostering a sense of connection and pride.
“Much like when you meet a stranger for the first time, you don’t have associations with their face, and as you start experiencing that person, you gain those associations over time, so the WLC has just launched its new face.” – John Himics, as quoted in DelawareLive by Jarek Rutz.
A Strong Foundation for Connection
We designed and built a vibrant, user-friendly website for the WLC, creating a centralized hub for school information, news, and resources tailored for Wilmington students, families, and educators. With an engaging design and intuitive navigation, the website fosters stronger connections between the WLC, local schools, and the wider community it serves. The WLC’s website, social media channels, and newsletter are essential tools for transparency, community connection, and timely updates, helping the organization stay engaged with its audience.
Marketing Support
As part of our partnership, First Ascent provides ongoing marketing support to ensure that the WLC’s messaging is consistent and impactful across all platforms. We create and manage social media content, design printed materials such as presentation slides, posters, banners, and business cards—seamlessly incorporating elements like QR codes to make information more accessible to the community—and craft branded swag, like water bottles and tote bags to bring WLC’s brand into the community in an everyday way and increase the feeling of Wilmington pride.
Before the Wilmington Learning Collaborative even hired a team, First Ascent was there mapping out a design journey and activating a cross-district Discovery Team to co-create the identity of the WLC. They worked carefully, and within the complexity of our work, to bring to life a logo and digital footprint that spoke to the spirit of our work. From language to presentation, they continue to push our thinking around establishing a recognizable identity that reflects our mission, vision, and commitment to our school communities. I found the experience to be one that was human-centered and service-oriented. The team listened to us, welcomed shifts in our thinking, and accommodated any necessary pivots.
Laura Burgos
Executive Director, Wilmington Learning Collective
award-winning results
The WLC’s website has quickly become a thriving community resource, receiving 11,586 total page views from 4,326 users in the first five months. Shortly after launch, the organization’s logo and website were spotlighted by local media, and in 2024, our collaboration was honored with a Gold MarCom award.
