Atlanta Public Schools Brand Campaign

Role / Creative Strategy, Creative Direction, Concept Creation, Design, Copy Writing, Brand Strategy, Media Buying

Atlanta Public Schools is an urban school district of 50,000 students and 6,000 teachers, covering a economically diverse metro area.

To increase brand affinity and awareness, I conceive and pitched a comprehensive ad campaign, with placements on local radio stations and OOH advertising on billboards and transit.

Working with new visual identity standards that I implemented, such as an embargo on stock imagery in favor of our own students and staff, the campaign identified 7 keywords as prominent messaging to target audiences. These keywords and associated messaging reinforced district initiatives such as student health care, back-to-school events, and educational priorities.