CHAMINADE COLLEGE PREPARATORY
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.
ANNUAL FUND BRANDING
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.
ANNUAL FUND WEB VIDEO
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.
POSTCARDS
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.
