Primer was the Wharton School's External Affairs agency of record. For many years we were solely responsible for all the marketing, advertising and development materials for school, including their 7-year giving campaign.
One of the unique challenges presented by the 7-year campaign was it's length. Since the material lifespan was longer than that of most students and faculty, in the past the pieces inevitably needed to be adjusted and reprinted at some point during the campaign, and since the campign had so many moving parts - printed and digital - it became quite a problem for the External Affairs department to manage.
Primer solved that problem by turning the focus away from the typical student and faculty imagery and instead focused on the buildings, classrooms and campus spaces that alumni could associate with. Over a period of several days and numerous photoshoots, we created a whole library of imagery that defined Wharton in a completely new way.
From these images, we developed a color palette, patterns, typography and a library from which we could develop a style guide for the campaign, as well as for all materials going forward.
This solved two issues - first, subject-sensitive photography was largely eliminated, which extended the lifespan of any pieces using the imagery. Secondly, it provided an entirely unique library of imagery for the school, which had previously been using the general library of imagery shared with all other schools within the University of Pennsylvania. It not only helped separate the school's materials visually from that of other schools, it distinguished and helped brand the school lin a unique and interesting way.
Designed while a partner at Primer.