Brand Strategy & Identity
Following the workshop, our team began work on the new brand identity and visual guidelines. The challenge was to find an identity that would function well under the parent brand of McCallie school, while also being positioned as a distinct entity. Our aim was to give a tip of the hat to McCallie, its history, its collegiate identity, and remain within the brand guidelines while pushing for something more progressive and fresh.
We met with key stakeholders again to present the new name and identity: The Honor Fund. After the identity and visual guidelines had been approved, we were asked how we might help the Honor Fund engage its donors, alumni, and parents of alumni. This would take the form a special campaign, the 1905 Campaign, which McCallie would carry out in the coming months through the end of year. During the campaign, McCallie sought 1905 donations to honor the founding of the school in 1905.