Design Strategy for 3G Mentoring
Brand and engagement strategy for 3G Mentoring, a nonprofit created by the makers of Sesame Street to build intergenerational connections. The 3G program connects seniors, students, and preschoolers in online or in-person sessions centered on Sesame Street segments and guided discussions to promote growth, learning, creativity, self-esteem, and social skills.
Client
3G Mentoring
Team
3 designers
My Role
Design Strategy
Research
Brand & Growth Strategy
Presentation & Public Speaking
Industry
Nonprofit
Project Context
4-week intensive design sprint for an external client engagement through Parsons School of Design
Year
2026
Tools
Miro
Canva
The Challenge
3G Mentoring delivers a meaningful intergenerational experience, but the program's expansion is constrained by a linear delivery model, limited digital infrastructure, and early-stage branding. 3G's program heavily depends on fundraising and central coordination, leaving no long-term system — no content, partnerships, or training frameworks — to sustain and grow the program. Additionally, its lack of a clear brand identity independent of Sesame Street and its reliance on grants and donations further limit expansion.
Process
Week 1 Introduction & Problem Definition
Met with client to conduct stakeholder interviews
Formed initial hypotheses and research questions
Reviewed program materials, website, digital presence, and mentoring structure
Week 2 Early Discoveries & Research Synthesis
Conducted journey mapping and assumption mapping to understand the mentoring experience, identify pain points, and define strategic opportunities for expansion
Performed brand analysis to evaluate positioning, messaging, and audience perceptions
Studied nonprofit expansion models for sustainable program growth
Synthesized research findings into an initial brand strategy and expansion roadmap
Week 3 Iteration & Client Feedback
Presented early discoveries and hypotheses to client for feedback
Iterated on strategic recommendations based on client input
Week 4 Final Client Presentation
Presented recommendations to client on brand redefinition, expansion pathways, and mission-aligned revenue strategies
Proposed solution
Developed a framework for sustainable expansion
Step 1 Define Brand Identity
Clarify 3G’s positioning independent of Sesame Street
Establish messaging, tone, and visual direction to guide all future communications and initiatives and support clarity, recognition, and trust
Step 2 Expand Program Ecosystem
Establish strategic partnerships with value-aligned organizations to reinforce the mission of the mentoring experience while expanding the ecosystem
-> Content, IP & Brand Partners
-> Experiential & Cultural Partners
-> Educational & Development Partners
Develop 3G's own IP by building a recognizable narrative and brand system, including characters, a story world, visual language, and emotional storytelling assets
Build a digital ecosystem to:
-> House program resources and training content
-> Provide a community platform and support connection before/after sessions
-> Connect groups in different locations
-> Serve as a portal for partner experiences and events
Step 3 Support Financial Sustainability
Define mission-aligned revenue streams that can transform 3G Mentoring's already highly effective methodologies into tangible products (e.g. conversation cards, books, educational games and programs)
Outcomes & Learnings
Researched and developed recommendations for an emerging program structure with limited precedents.
Created a brand expansion framework aligned with organizational goals, audience and cultural trends, and sustainable growth
Refined ability to translate research insights and client feedback into actionable strategies for brand growth, program expansion, and audience engagement
Deepened understanding of brands as living ecosystems where community, technology, and content intersect
