“Hello World”: Elephant creates new brand identity and website for All Star Code

(Courtesy: Elephant)

All Star Code, an organization that empowers young men of color to acquire financial independence and social mobility thanks to the power of code, is unveiling a new brand identity and website created pro bono by IPG creative company, Elephant

The website design and voice is the first iteration of a new brand platform, “Hello World.” Traditionally, Hello World programs are used to illustrate how the process of coding works, as well as to ensure that a language or system is operating correctly. They are usually the first programs that new coders learn. Given this historical context, the tagline serves as a confident reintroduction into a world created by the student.

“All Star Code is an amazing organization that champions code as a means for change and progress. Without people of color at the coding table, inequality continues to perpetuate,” said Eric Moore, CEO of Elephant.

Elephant began its partnership with All Star Code over a year ago as part of its #CommitmentToChange. Twenty-eight employees worked together and invested more than 3,000 hours to bring to life the voices of All Star Code – resulting in a new brand identity and a digital product that will help advance the mission of All Star Code and change the face of tech.

The design borrows cues from code, like javascript as well as the use of primary colors, yet is elevated with more editorialized photography in order to resonate with its youth audience. The site features uplifting stories of All Star Code students and their successes with the goal of inspiring users to register, join or donate.

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“All Star Code is extremely grateful for Elephant’s commitment to diversity and inclusion in tech,” said Danny Rojas, Executive Director, All Star Code. “The agency’s work in establishing our new brand platform is best-in-class and will help position us nationally as an innovative organization addressing the problem of systemic inequality in tech. Thank you to Eric Moore and his team for being a committed partner. This is the type of leadership we seek to highlight through our mission.”


CLIENT: All Star Code:

  • Christina Lewis: Founder
  • Danny Rojas: Executive Director
  • Dondrie Burnham: Director of Development & Strategic Communications
  • Tony Stewart: Director of Marketing & Communications
  • Rachel Armamento: Communications Associate
  • Dante Rivera: Technical Program Associate

AGENCY: Elephant

  • Adam Cantwell: Senior Quality Assurance Analyst
  • Adam Rosenberg: Director of Product Management
  • Alec Cumming: Group Technology Director
  • Alexandra Raman: Project Management Lead
  • Ali Ng: Program Director
  • Becky Lau: Strategy Director
  • Brittney Kernan: Engineering Lead
  • Carlos Matias: VP Design
  • Cesar Santos: Engineering Lead
  • Charles Duncan Jr: VP Engineering & Product Management
  • Erica Riccobono: GVP, New Business
  • Greg Assemat Tessandier: President
  • Hanyuan Zhang: UX Designer
  • James Garvey: Senior User Experience Designer
  • Kate Callaghan: Senior Client Lead
  • Kristen Rantuccio: Senior Project Manager
  • Lucia Jang: Creative
  • Maria Montero Vargas: Senior Creative Director
  • Nina Mourin: Associate Creative Director
  • Pablo Marques: Executive Creative Director
  • Paige Sharkey: Project Management Lead
  • Perry Feld: Client Lead
  • Stephanie Tanguay: Client Partner
  • Seonhwa Kim: Senior Creative
  • Sohel Siddique: Technology Director
  • Terry Lee: Associate Design Lead
  • Tom Mandel: Associate Creative Director
  • Wojciech Zalot: Senior Creative Director, Design