Project Lead the Way

 

Building a voice and branding an education program that redefines the classroom experience.

 
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Client: 
Project Lead the Way

Role:
Concept Development
Photo Art Direction
Talent selection
Illustration
Storyboard Direction

Project Lead the Way is a nonprofit organization focused on empowering
K-12 students. By transforming the teaching experience, they create engaging classroom environments that not only prepare students for real-world applications, but also makes them excited about learning. Their overall mission? Empowering students to thrive in an evolving world.

 
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Concept Development

 

 

The initial approach to the campaign had a cleaner esthetic, focusing on objects found around a classroom that a child would either create or interact with. As the idea grew, the approach to the visuals took a more literal turn by playing off of a child's imagination and making concepts or "simple playtime" into a reality.

 

Concept V1.0

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A mix of photography and illustration was used in the campaign creation to push the idea of making imagination into reality.

 
 

Concept V2.0

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Overtime, the language changed to more "student focus" and quotations were added to encapsulate what they themselves could be thinking.

 
 

Concept V3.0

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Photography Style

 

 

 

With the help of DEEN, the photography style of the campaign is centered around a look of wonder,  excitement, confidence and an overall sense of curiosity. Also, since the PLTW brand is focused on STEM programs, the cast of students needed to be a diverse group representing grades kindergarten to high school. 

 
 
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Pulling it together

 

 

 

The marriage between illustration (Josh Gary) and photography (DEEN) is what made the visual behind the campaign powerful and captivating.

 
 
 
 

Print | Poster

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Digital | Video Stories

 

Digital | Website Branding