ADVANCEMENT PHOTOSHOOT

The objective for our creative team was to develop the overall branding for Grand University's Advancement division to support the idea of: making education more accessible, fostering growth, changing people's lives and making progress toward equality and higher education. The campaign goals encourage giving in all forms, including endowments, stock donations, matching gifts and annual giving, just to name a few, by leveraging a multi-channel marketing strategy. It is a top-funnel campaign to build awareness and invoke a sense of urgency and emotion that will encourage people to give, specifically benefitting individuals from all socio-economic classes. The most important idea: transform the community through student scholarships, neighborhood improvement and campus expansion. The concept selected was Move Your Purpose Forward: Empower Their Future. Inspired by light, positivity with an upward gaze, this concept utilizes warm tones that compliment the university's purple color and highlights their Christian foundation. "Let your good deeds SHINE out for all to see." -Matthew 5:16 Photographers: Elizabeth Tinajero, Mathew McGraw