The Eddy Lab

the eddy lab at univ. of minnesota

reshaping how we teach and learn science

Jackie Mountcastle
Bailey Knudsen
Brand Strategy
Logo Design
Custom illustrations
Content Strategy & Development
Creative Direction and Production
Web Design & Build
Copywriting

STEM education has a lot of room for improvement. Many STEM curricula ignore human bias in science, hide histories of discrimination, and perpetuate heteronormative thinking. The result can be an erasure of identities and histories in science, alienating students and reinforcing destructive stereotypes. Dr. Sarah Eddy’s Lab at the University of Minnesota is working to change all that.

The Eddy Lab studies student experiences in STEM and helps instructors make evidence-based decisions to improve the experiences of the students in their classrooms. For this project, we helped the Eddy Lab craft a lab brand, logo, and website to share their work with a global audience. Our goal was to showcase their research findings, highlight their values of authenticity and inclusion, and create a compelling digital experience that leaves a lasting impression.

If we’re going to build better education systems for students in STEM, we need research like the Eddy Lab’s to be approachable, accessible, and engaging. This brand and website was the perfect place to start!

The brand

friendly, compassionate, inclusive

The Eddy Lab is creating a space where members of the lab can be their whole selves and share a sense of responsibility for looking out for one another. They are a community grounded in authenticity.

To reflect their values, we designed a brand for the Eddy Lab that is bright, friendly, and inclusive. Their lab logo, custom illustrations, and lab website center on their passion for open and honest conversation, from people of diverse backgrounds, experiences, and identities. Their palette is a mix of bright hues that create a friendly and youthful vibe.