About the project
Background:
Semi-private “Model C” schools, located in affluent suburbs, were designed to satisfy financial the needs of white communities during Apartheid, funded by the combined efforts of government and parent bodies. Democracy brought the promise of equality in education to all South Africans. Model C schools were re-designated as category 4 or 5 depending on the affluence of the area in which they were located, which determines the amount of funding made available by government. While some of these schools have been able to sustain themselves, unfortunately, this is not the case across the board. Increased demand and an expanding catchment area and the inability of parents (<25%) to pay fees has resulted in a shortfall. Government's failure to respond to this deficit means that these schools continue to receive less than 50% of the funding given to categories 1 – 3.
Enter CAS:
Their approach is grassroots, pragmatic and inclusive. It provides responsible and relevant support to staff, parents and learners by partnering with schools and working within communities. This enables them to effectively champion the rights of schools through feeding schemes, access to feminine hygiene products, textbooks, improvements and maintenance, sports and academic facility development, teacher training and resourcing as well as counselling services for those in need.
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LOGO TYPES
OUR Solution:
We positioned branding as a solution: A starting point to achieve their long-term fundraising goals and drive awareness. We knew that by developing a visual and verbal language first, any resulting collateral would easy-peasy to produce.
Well, we won them over and created some of our finest work.
Our objectives were simple:
Demonstrate the benefits: The sustainability of partnership and the grassroots nature of the brand.
Make it dignified: Never objectify the beneficiaries through tired tropes.
Make it smart and exciting: Communicate the importance of building strong foundations.
Creating an extendable visual language:
Using the same geometric shapes, in negative and positive space, I started experimenting with simple illustrated elements that could be used as a component of the brand identity.
Using the same geometric shapes, in negative and positive space, I started experimenting with simple illustrated elements that could be used as a component of the brand identity.
