The Challenge

When 11p was selected to create the brand identity for Blueprint, we knew it would be a rewarding challenge. With free programs that train participants for employment in industries like Healthcare, Construction, Technology, and Hospitality, the website and outreach materials for this incredible community program required our very best creativity and collaboration.

Blueprint is a federally-funded program in Maryland that connects people who receive monthly SNAP (Supplemental Nutrition Assistance Program) benefits to local organizations and businesses that teach job-driven skills (formerly known as Food Supplement Employment and Training, FSET).


Branding + Identity + Web Design

Live Site

Coming Soon


• 2019 Platinum MarCom Award, Campaign Marketing Materials
• 2020 Gold Communicator Award, Integrated Campaign Branding

Free programs train participants for employment in industries like:








11p began by visiting partner training sites like JARC Baltimore to speak to participants and providers first-hand to hear the impact this program can have. We heard powerful, life-changing stories of participants who felt truly hopeful for the potential for good jobs and a reliable income through education and mentorship.

When it came to naming this incredible program, we began envisioning a name that would weld together the opportunities for change and growth, while giving a nod to manufacturing and construction (just two of the industries that the program trains participants in).

We felt “Blueprint” was the perfect name for a program that is a launch point for a new career and a new life. For the logo, we experimented with typography and missing letterforms to create an intentional look of “incompleteness.” While Blueprint provides the foundation, it is up to the participants to take the first step and complete their journey.







A bold, life-changing career move demands a bold and attention-grabbing marketing solution. The final Blueprint package provides the necessary tools to shed light on program benefits and entice participants and program providers.


The Maryland Department of Human Services requested an engaging website to promote participation in the Blueprint program. 11p provided an interactive and user-friendly experience so visitors could easily search for training programs. The “Training Programs” page was influenced by some of the geolocation and filtering options found on the most popular websites (think Yelp, Zillow, Airbnb). These features allow visitors to find the best program match for them based on interest and location.

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