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

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.

Client: 
Project Lead the Way

Role:
Art Direction
Design

Agency:
Olson (now ICF NEXT)

Some Cred:
Scott Muskin, Creative Director
Charles Josh Gary, Illustrator
Wale (DEEN), Photographer
Doreen Hoff, Producer

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.

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

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

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 PLTW brand is focused on STEM programs, the cast of students was a diverse group with grades from kindergarten to high school. 

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

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