From the Nominator

Annual Giving at Princeton University is distinguished among our peers for its success in engaging alumni volunteers to inspire fellow alumni to give, with undergraduate giving near or above 60 percent each year. We realized that, although fundraising was strong, our brand lacked unity, and our graphic identity felt dated. And as we were considering industry-wide trends showing a decrease in alumni annual giving, and noting the changing philanthropic behavior of our youngest alumni, we realized it was time to rethink the Princeton Annual Giving brand.

We engaged the agency partner Digital Pulp for discovery, and for an overall brand message structure and graphic identity. Our internal team coordinated discovery and project management for the rebrand. Once Digital Pulp delivered the new branding and message architecture, our internal team constructed creative briefs and strategies for the 2020 Annual Giving campaign, handled writing and design, and oversaw production for all print and digital expressions of the new brand.

“Forward Together” is about the commitment Princetonians have made to come together to fund their experience forward for those who come after them. Underlying “Forward Together” is the key message that alumni care about the future of Princeton. Each has a personal reason to support this community and help it evolve, grow, and be of service to humanity. The creative expression of the Forward Together brand is a series of “I Give Because” messages. A clean graphic identity and new logo system has unified the design of all our materials.

From the Judges

We loved the Forward Together campaign. We were impressed by the level of data insight and engagement with various stakeholder groups, which was then used to inform the branding and messaging. A well-executed campaign that utilises a contemporary logo while still honouring the heritage of Princeton.