Gaining Early Awareness and Readiness for Undergraduate Programs (GEAR UP) is a federally-funded, statewide grant in Wyoming that provides services to 2,000 7th-12th grade, income-eligible students annually.

The goal of GEAR UP is to increase the number of eligible students who are prepared to enter and succeed in college. GEAR UP provides academic support, college preparation, and family services through offices located in each of the seven community colleges in Wyoming.

Our goal was to increase enrollment in GEAR UP among low-income Wyoming High School students. To do that, we first had to find an insight that would resonate with our target. To gain a deeper understanding of their mindset, we interviewed students and stakeholders, developed key messaging and a thematic campaign idea, and created an anthem film on a tight budget with stock film, to tell their story.

We also executed a re-brand consistent with UW brand guidelines, utilizing their fonts and variations on their colors… But more modern, bold and youthful, as the kids in this program need to be confident wearing the logo as a badge of honor. The logo was evolved from the one on the left, to the one on the right.

Stemming from the logo, we created an abridged brand guidelines, and logo variations for various applications, as well as a marketing toolkit for regional coordinators to more effectively and efficiently recruit new students into the GEAR UP program. The toolkit consisted of a manifesto, modular copy elements, categorized image libraries, flyer templates, postcards and a playbook to implement it all.

Services: Strategy / Campaign Development / Branding / Film / Editorial / Design / Copywriting
Client: GEAR UP Wyoming