Signal Theory Teams Up With The BrandLab to Launch Resonance Scholarship

Signal Theory Teams Up With The BrandLab to Launch Resonance Scholarship

New $10,000 postsecondary scholarship and paid internship builds diversity into Kansas City ad community’s talent pipeline

Kansas City, Mo. (Dec. 8, 2020) – Signal Theory, a brand development, marketing and design firm, and The BrandLab KC, a nonprofit organization bringing diverse voices to the advertising industry, are partnering to launch the Resonance Scholarship. The firm will award a total of $10,000 annually. In addition to receiving financial support, Resonance Scholarship recipients are guaranteed a paid summer internship with Signal Theory after their second year of college.

“Signal Theory is about creating connections — to create resonance between all people and the brands they can’t live without. That’s why it’s critical we have diverse minds solving problems,” said John January, co-CEO of Signal Theory. “And it’s also why we’re dedicating the scholarship name to the concept of resonance.”

Signal Theory and The BrandLab will co-host a free 45-minute virtual discussion to explain details of the new scholarship on Thursday, Dec. 17, 2020 at 5:30 p.m. CST. 

 “You can’t pursue a career if you don’t know it exists. That mantra drives The BrandLab’s work to help change the face and voice of the Kansas City ad community,” said Ghadeer Garcia, executive director of The BrandLab’s Kansas City chapter. “When Signal Theory called to say they wanted to create a scholarship that would enrich the ad community’s talent pipeline with more diversity, on top of their financial support and access to creative leaders, we were thrilled.”

Virtual Information Session

Date: Thursday, Dec. 17, 2020 at 5:30 p.m. CST.

Session description: A virtual event will provide an opportunity to  answer questions for interested students, educators, parents and others in the ad/communications industry.

Event link: 

Resonance Scholarship Requirements

  • Eligible students must be currently enrolled in The BrandLab’s Kansas City program or be a graduate of The BrandLab’s Kansas City chapter. 
  • Students must attend an accredited two- or four-year college or university program and  declare and work toward a major that loosely pertains to advertising and marketing.
  • Scholarship funds must be used toward class hour credits.
  • They must have successfully completed at least one internship with The BrandLab. 
  • Eligible students must be high school seniors or college freshmen, sophomores or juniors.

Each year, a committee of The BrandLab and Signal Theory leaders will interview scholarship finalists before selecting one winner for a $10,000 award or two co-winners receiving $5,000 awards. Applications for the 2021-22 academic year open Dec. 9, 2020 and close Jan. 25, 2021. Students can apply for the Resonance Scholarship and view full eligibility requirements and details at  

The BrandLab’s program targets students who are racially and ethnically diverse and those who are socioeconomically disadvantaged by collaborating with school districts throughout the Kansas City area, including Kansas City Public Schools and districts in Kansas City, Kan., south Kansas City, Independence and Winnetonka. BrandLab leaders meet with about 400 students annually to talk about careers in marketing. 

“It’s no secret that diverse talent is vastly underrepresented across the advertising industry, and it’s well beyond time to change that. We certainly have a long way to go, and the Resonance Scholarship is a one small step in the right direction,” January said.. “We are proud to partner with The BrandLab and only intend to continue growing our relationship with them. Together we can deepen the impact and the reach of their program by empowering underserved students to enter the advertising industry upon graduation.”

Signal Theory has been an avid supporter of The BrandLab’s work since 2017 through financial support and mentoring of its students. In addition, the firm donated office space to The BrandLab’s Kansas City chapter to serve as its headquarters. 

“As marketing and advertising professionals, it is our responsibility to create work that resonates and represents both our clients and the markets they serve. A diverse and equitable talent pool and workforce is essential to delivering on that promise,” said January.

To stay up to date on the Resonance Scholarship, connect with Signal Theory on Facebook, Instagram LinkedIn and Twitter

About Signal Theory
Signal Theory exists to create resonance in the signals between people and brands. Signal Theory was an Agency of the Year for both Ad Age and the Business Marketing Association. With offices in Kansas City and Wichita, the firm is focused on animal health and the foodways system, including agriculture, food production and processing, consumer packaged goods and restaurants. Signal Theory clients include SONIC®, America’s Drive-In, Cargill; John Deere; Elanco Animal Health; BOSE Aviation; Merck Animal Health; Procter & Gamble; INTRUST Bank and Shatto Milk Company, among others. The firm’s FoodThink blog researches and reports on consumer attitudes and trends regarding food and food production. 

About The BrandLab
Founded in 2009, The BrandLab is a multi-market nonprofit organization building a movement to change the face and voice of the marketing industry. The BrandLab’s vision is a marketing industry that thrives with the insights and creativity of people from diverse ethnic and socioeconomic backgrounds. This vision is achieved  through four core programs: classroom, internship, connect and fearless. To learn more visit