Brand Identity Development & Audience Messaging
THE ASK
Develop a brand identity for the Colin Powell School leveraging their Human Rights event - “Women and the Veil”.
Discovery
The Problem
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A small school (within a school) with BIG dreams of using their upcoming event as means to galvanize the college community as well reach beyond the campus to not only spark conversation, shift views, and change behaviors, but to harness and promote this energy as emblematic of their institution.... but nobody knew they existed.
The Opportunity
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Taking a look at newspaper headlines, it was clear that we needed to go beyond the client ask.
We needed to make a case for the fact that events like this one could only happen at a school like the Colin Powell School - and that it makes sense to happen there - because of their thought leadership on global issues of social concern.
Solution
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Deliver a brand identity, event structure and audience messaging that would resonate with current and prospective students, as well as stakeholders and the surrounding community. Pretty easy, right?
Insight
Gen-Z'ers are all about making an impact. Not with a tweet, or with the next viral challenge for charity; REAL IMPACT. They see themselves as Global Citizens.
For a Global Citizen, it’s not about religion, gender, ethnicity, ideology, politics or socioeconomic status, it’s about humanity; inspiring people through their personal example.
Gameplan
Convey that the Colin Powell School holds the type of environment where pluralism and individual beliefs are valued to the highest extent.
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We decided to target prospective college students. WHY? In order for the Colin Powell School to expand its reach and build brand preference, we had to demonstrate the value of the school to those who were not yet aware that the school even existed.
The Target: Prospective Students
Age 19 (Born after 1996)
Belongs to Gen-Z, tomorrow’s college students
Living in a semi-urban city
Seeking a post-secondary education in the social sciences
Roles
At the front lines of issues related to social justice regardless of her affiliation to the issue (ex: #BlackLivesMatter, LGBTQ issues, etc.)
Active social media user, early adopter of new technology
Avid theater or movie goer, avid traveler
Nature lover
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Goals
Learn, engage, inspire and influence.
Raise a voice against social issues and contribute to society.
Challenges
Too much to do, not enough time, not enough resources, not enough money
There exists no “Global Leader” concept; would love a course that teaches her how to develop global leadership skills
CREATIVE CAMPAIGN
"What Will You Leave Behind?"
Goal: Reach prospective students during the research phase of their college search process // AWARENESS
Objective: To enlighten students that ones true life purpose is found once they attain their calling and vision for their future.
SQUAD
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Management/Strategy: Donna Dei-Baning, Magdalini Mavropoulou, Piyarat Song
Creative: Edward Arredondo, Castro Desroches, Andy Kwan, Stephen Carnell
PR: Antonio Richardson, Sahil Shah
MY ROLE
Market Research // Audience Personas // Insight Development // Creative Brief & Briefing