STRIVE Prep

Strategy

In the fall of 2016, STRIVE Prep engaged Additive to better understand its audiences and crystallize its positioning. To inform our work together, we conducted extensive market research among current and prospective teachers and parents, students, staff, partners and board members. These conversations culminated in the development of a refocused strategy, reenergized messaging and a refreshed visual identity that celebrates the distinct culture of each campus while establishing a unified identity across the entire STRIVE Prep community.

Research confirmed that while STRIVE Prep had the ingredients for a powerful brand story, it needed to reframe its greatest points of difference for greater relevance. Specifically, STRIVE Prep prided itself on serving “all students” and presented itself primarily as a “college preparatory” school – with acceptance to college as the ultimate goal. However, research revealed that parents care about their own child’s academic, social and emotional well-being above all else. Additionally, we learned that creating a well-rounded learning experience where every student can discover and develop their individual strengths sets STRIVE Prep apart from peers. Armed with these insights, we shifted from talking about helping “all students strive for college” to elevate how STRIVE Prep helps every child strive for college and thrive throughout life.

With our brand strategy as a guide, we evolved and expanded STRIVE Prep’s visual identity toolkit to create a more compelling, connected look and feel while respecting each school’s unique identity. Through a subtle but significant evolution of STRIVE Prep’s original mark, we redesigned the logo symbol to appear more clearly in small spaces and refined the form of the book as a platform for students to achieve a future full of possibilities. The horizon line, inspired by the outer cover of the book, represents how STRIVE Prep activates the inherent potential in people and communities. Finally, a robust set of iconography, illustration and photography styles captures how STRIVE Prep inspires every student to think critically, communicate clearly and collaborate openly while fueling their curiosity and creativity.

The visual identity toolkit also includes school-specific elements, including signatures, school colors and mascot illustrations. When applied consistently and in the right contexts, these elements help schools express their individuality and strengthen pride while also reinforcing their connection to STRIVE Prep.

Key Deliverables

• Brand Analysis
• Brand Strategy
• Brand Messaging
• Visual Identity
• Signature System
• Brand Guidelines + Templates
• Collateral Development
• Website Refresh
• Brand Rollout + Implementation