Research/Consumer Insights, Brand Strategy, Messaging, Brand Identity, Brand System Design, Social Campaigns, Videos
With declining participation rates nationally, Smith College’s Annual Fund needed to change how they communicated the core value of the Fund. Audience research clearly showed that Smithies have strong opinions, are identifiable and united. In a variety of ways, Smithies move mountains and quantifiably change the world. Leveraging the emotional power of this tribe (literally), we created an indelible platform for multiple holistic campaigns that stopped the downward decline in its tracks.