Harnessing Star Power

Campaign branding, communications portfolio, e-magazine

The Challenge

To capture the importance and ambition of Caltech’s $2 billion campaign, we focused on the Institute’s special culture of curiosity, interdisciplinary collaboration, and intellectual freedom, beginning with a bold positioning statement and corresponding messaging. We created the campaign name and identity system: Break Through: The Caltech Campaign. The campaign brand contains an imperative and a rallying cry, asking donors to take the courageous risks that lead to stunning discoveries. We took some risks, too. We focused on Caltech’s people—few in number, massive in world-changing impact.

The Impact

With time still remaining in the campaign, Caltech has raised more than $3 billion.

Project components

  • Name/theme
  • Logo/visual identity
  • Message platform
  • Brochure
  • FAQ sheets
  • Proposal template
  • Website
  • Digital magazine
  • Style guide