power of purpose


Southern California-based Step It Up Kids started out with a goal: inspire kids to believe in themselves and their ability to change the world, all the while raising critical funds for their schools. They achieved this by developing fun, immersive programs to empower students. Their movement of positivity, happiness, and friendship set new records for the amount of money that could be raised in school fundraising.

As the company looked to scale their innovative programs nation-wide, they realized they would need a new brand that reflected their strengths. They approached Minelli to build this brand. We developed a new name for the parent company, PoP! (Powered by Purpose!) as a nod to their spirit and culture. The new visual identity we designed has an underlying “retro vibe”, as well as an animated mascot, “Poppy”. With these elements, it appeals to school administrators, parents, and children alike.