GOAL: Raise corporate funds and encourage school participation for an inner city literacy program based in NYC.
STRATEGY: Contemporize and simplify the name by changing The Knowledge Project to “The Know”. Replace tired, institutional-looking handouts with smart, modern materials that are child-friendly without being childish, and make the appeal to the business community more relevant by convincing them literate, involved children are future professionals worth mentoring.
RESULTS: Despite a NYC fiscal crisis, The Know exceeded expectations, met its operating expenses for the first time and increased the number of participating schools from 25 to 70.
Branding, design, production