Hustle 2.0 sells subscription-based education programs to prison/jail systems, nonprofits, and faith-based organizations that equip incarcerated people (90%+ are males) with the training and tools to transform their lives, impact, and hustle. By helping incarcerated people become motivated, engaged, and confident, Hustle 2.0 helps corrections systems reduce disciplinary incidents, violence, and recidivism.
Our target audience for the logo is incarcerated men: tough guys, gang members, drug dealers, etc. primarily at high-security prisons. We want something incarcerated people in their late teens and 20s will think is cool and hip. If it appeals to the younger guys, it will appeal to the older ones. We want to convey luxury and bling. We don't want it incorporated into the logo, but our tagline is “Make improvements. Make parole. Make money.”
Our brand personality: badass, hardcore, cool, helpful, optimistic, candid, generous, grateful, creative, respectful, practical, short-winded, clever, thought-provoking, spicy.