Riverdale Country School

Designing the brand identity for Riverdale’s seven‐year capital campaign

riverdale country school r+ capital campaign kickoff invitation

Introduction

In the Fall of 2014, Riverdale Country School went public with a major fundraising effort to secure the school’s future with the necessary resources to offer a truly exceptional educational experience to the students. Among other priorities, this $100 million campaign has enabled the school to add and update buildings, develop new programs, and bolster financial aid. Designlounge collaborated with Riverdale to develop the campaign brand identity, annual reports, and supporting materials to communicate this seven‐year effort.
R+ is the campaign symbol and signals that Riverdale is actively seeking to propel the school to the next level. Combined with the theme “Inspiring Education” the identity reflects the clarity and strength of the campaign goals.
Services
  • Branding
  • Print Design
  • Digital Design
  • Annual Reports
  • Poster
Industry
  • Education
riverdale country school capital campaign logo and stationery
We designed the campaign logo identity, stationery system, and the invitation for the campaign kickoff event
riverdale country school annual report r+ you cover and spreads
The “R+You = a secure future for Riverdale”-themed annual report launched the public phase of the campaign
riverdale country school annual report r+ the world cover world map
riverdale country school annual report r+ the world spreads
The second campaign annual report provided an overview of how Riverdale enables students and teachers to learn from other cultures and how it influences the mind, character and the community by reaching out into the world

Campaign Case Brochure

After the launch of the campaign’s public phase we designed the case brochure to introduce the campaign goals and priorities to a wider donor audience. The priorities included to build new and inspiring spaces, to support the annual fund and school programs, as well as to increase financial aid.
riverdale country school campaign brochure cover and spreads
The campaign case brochure outlined the 7‐year goal (incl. the quite phase) and described the campaign priorities
riverdale country school campaign brochure spreads priority facilities
Facilities campaign priority: A new Lower School building
riverdale country school campaign brochure spread priority facilities
Facilities campaign priority: A new swimming pool
riverdale country school indoor swimming pool blue water
riverdale country school lower school upper learning building sunny day outside group of students walking
The campaign allowed the school to build truly inspiring spaces for learning and teaching such as the new Upper Learning Building as part of the Lower School and a new swimming pool

Campaign Digital Presentation and Website

We developed a digital iPad presentation that Riverdale’s leadership team used to introduce the campaign goals in person or via projections. At the same time we integrated the campaign identity into the development section of the Riverdale Country School website. Users of the site can follow the progress of this major fundraising effort and learn more about the campaign’s goals.
riverdale country school campaign presentation on ipad
The digital presentation created for a tablet was used in meetings to describe the campaign goals to potential donors
riverdale country school website on laptop ipad iphone
We integrated the campaign identity into the responsive Riverdale website

Annual Appeal Mailer and Poster

We continued to create other materials such as an annual appeal mailer package, and a poster that communicated how the R+ campaign has been based on the schools values, learning principles, and educational outcomes.
riverdale country school annual appeal mailer folder cover and inside
We designed an annual appeal mailer as a folder package that communicated the four campaign priorities to the Riverdale community and beyond  (R+Everyone=RX). The shape of the X for “experience” began to emerge.
riverdale country school r+ poster school principles
We designed a poster that communicated the school’s values, educational outcomes, and learning principles with a dynamic R+ in the background
riverdale country school presentation in room with r+ poster
The R+ poster in the classroom during a presentation
riverdale country school presentation on stage with three dimensional R+
The R+ also works as a large signage symbol. The presentation and talk centered around preparing students for a fast‐changing world.
The campaign annual reports expanded on the concept of “R+You = a secure future for Riverdale.” Among the report themes relevant to an inspiring education were “R+Purpose” (2015), “Ahead of the Curve” (2016) and “creating the Riverdale eXperience1 together” (2017).
  1. The X began to play a larger role in the thinking about the school’s next identity evolution. See how we incorporated the X into Riverdale’s academic publication and the 2017 – 18 annual report →
riverdale country school annual report purpose cover
riverdale country school annual report purpose spreads
Finding and maintaining a sense of purpose is both exhilarating and challenging. This annual report communicated Riverdale’s focus on giving the students all of the tools they will need to help them find and develop purpose throughout their lifetimes.
riverdale country school annual report ahead of the curve cover
This annual report focuses on the growth mindset that puts Riverdale, and its students and faculty, “Ahead of the Curve.” Each letter of the title expresses a learning segment that contributes to each student’s growth.
riverdale country school annual report ahead of the curve spread large a
Inside front cover and letter
riverdale country school annual report ahead of the curve spread
Essay opening spread: Learning Curve
riverdale country school annual report ahead of the curve spread lower middle upper
Image spread: Lower, Middle and Upper School
riverdale country school annual report ahead of the curve a to z
We designed a companion poster that included all letters of the alphabet as part of the Learning Curves A – Z 
riverdale country school annual report ahead of the curve a to z white letters for drawing into
We also printed a blank letter poster which was used by lower school students to fill in, write in, draw in, and imagine individual learning curves and outcomes
riverdale country school annual report experience large x four foil stamped covers
Meaningful experiences have been made possible by the generosity of the community to the campaign. This annual report entitled “creating the Riverdale eXperience together” was printed with 4 different covers using the X as the visual vessel for different Riverdale experiences. The title type was printed with a glossy foil that wrapped around the X to demonstrate how the Riverdale experience is all encompassing. 
riverdale country school annual report experience large x annual fund
The spreads were dedicated to the campaign priorities. In this case the Annual Fund.
riverdale country school annual report experience large x facilities
Campaign Priority: Facilities
riverdale country school annual report experience large x programs
Campaign Priority: Programs
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