At the halfway point of Andover’s Knowledge & Goodness campaign, the school wished to reinforce the idea that gifts of any size can make a difference on campus. The “Think Big” appeal was designed to address this need—highlighting that “thinking big” at Andover does not have to mean “giving big.” The selected proof points strengthen this view that small gifts in the collective can make a significant impact. This piece was the first appeal of the fiscal year for the Andover Fund alumni audience. The small (3" x 4.5") size of the appeal was a major component in the overall execution, acting as an interesting counterpoint to the “Think Big” teaser text and concept. The small form, bold graphic treatment, stripped-down reply card, and multi-panel accordion fold brochure were all new elements in Andover's annual fund marketing. Bringing in brand colors from both Phillips Academy and Abbot Academy, the package was designed to appeal to alumni/ae from both schools and across generations. Photography was chosen to represent students of today engaging in diverse campus activities.
From the Judges
Great use of bold and clean design, good photography, and letting minimal typography and messaging tell the story. The boldness and succinctness of the photography and typography was quite direct and made the booklet stand out.
