2016 Hermes Creative Awards Gold Winner
Concord Academy is a coeducational, independent, college preparatory boarding and day school for students in grades 9 – 12, in historic Concord, Massachusetts. Concord Academy students are self-motivated, love learning, and are ready to take full advantage of CA’s academic, artistic, athletic, social, and cultural opportunities.
In preparation for their Centennial celebration, Concord Academy was poised to launch a $32 million campaign to support its academic, programmatic and capital priorities. The plan included a new science lab, updated dormitories, faculty enrichment programs, financial aid and collaboration with the Boston community.
What We Found
While we believed the campaign should leverage the well-established school brand, it needed a name tagline and logomark for easy identification. The development department also required new materials they could use to make an appeal as well as leave behind donor pieces and forms.
We created a campaign name “create + innovate.” These words build on the School’s strengths, and focus on the School’s distinctive living and learning environments, 100 year milestone and school name. To generate copy, we interviewed students, faculty, parents, alums and administrators. Using imagery from their extensive photo library, we created a brochure with tip-in sheets and a password-protected ebook to enhance the donor experience with the School’s capital campaign solicitation. The printed materials could be left with potential donors while the digital design affords the reader access to the content they desire in the order they prefer. It also deploys video to emotionally connect with the potential donor.