Riverdale Country School
Designing the brand identity for Riverdale’s seven‐year capital campaign
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.
- Print Design
- Digital Design
- Annual Reports
We designed the campaign logo identity, stationery system, and the invitation for the campaign kickoff event
The “R+You = a secure future for Riverdale”-themed annual report launched the public phase of the campaign
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.
The campaign case brochure outlined the 7‐year goal (incl. the quite phase) and described the campaign priorities
Facilities campaign priority: A new Lower School building
Facilities campaign priority: A new swimming pool
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.
The digital presentation created for a tablet was used in meetings to describe the campaign goals to potential donors
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.
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.
We designed a poster that communicated the school’s values, educational outcomes, and learning principles with a dynamic R+ in the background
The R+ poster in the classroom during a presentation
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).
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.
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.
Inside front cover and letter
Essay opening spread: Learning Curve
Image spread: Lower, Middle and Upper School
We designed a companion poster that included all letters of the alphabet as part of the Learning Curves A – Z
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
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.
The spreads were dedicated to the campaign priorities. In this case the Annual Fund.
Campaign Priority: Facilities
Campaign Priority: Programs