An independent school serving grades six through twelve in Chatsworth, California. We were asked to rebrand their Annual Fund, produce a short video, and create a direct mail campaign.
Five concepts were presented — the winner was "We." Our favorite detail: the upside-down M that makes the W. The awkwardness of the letter is intended to draw the eye — "why does it look like that?" The final logo is simple, a little bit edgy and can be used anywhere.
Me Becomes We. This video became the centerpiece of the campaign. Our script was written to be fun and engaging — a jumping-off point. An articulate cast of characters — students, faculty, and staff — were then encouraged simply to be themselves. The eclectic mix of personalities was a hit.
Raising money is difficult. But a thoughtful and consistent direct mail program still works. Combining strong narratives with an obvious and infectious passion makes a big difference. We emphasized the uniqueness of the individual inside a safe, nurturing environment — everyone has a story to tell. Portraying ages from 12 to 65 gives you a broad range of perspectives to connect with alumni, students, teachers, and parents alike.