SUCCESS ACADEMY
Reframing the Narrative
THE SITUATION
As Success Academy, an award-winning charter school system, continued to grow, they struggled to keep up with the staffing needed to run over forty-five schools. On college campuses, they were faced with big recruiting challenges including lack of awareness and misperception of what they stood for.
Research told us that top college recruits were inspired by companies challenging convention and creating innovative solutions. These potential applicants also prioritized working in environments where they would have an opportunity to make an immediate impact. After immersing ourselves in the world of Success Academy, we knew that a career there would offer college recruits everything they were looking for and more. We challenged Success to flip their narrative and crafted their story to reflect their innovative social impact.
Enter “This is Success”.
OUR APPROACH
We created “This is Success” to tell the story of an organization that was actively disrupting the status quo with a staff whose contributions were allowing them to find personal success everyday.
The story was anchored by a manifesto that defined everyday success from the point of view of Success Academy staff and brought to life through documentary style film and photography.
The platform resulted in a 200% increase in applicants and was awarded a Silver Telly for best branded content.
CLIENT:
MICHELOB ULTRA
PROJECT:
MICHELOB ULTRA INNOVATION CENTER
DISCIPLINE:
VISUAL IDENTITY
PRODUCT DESIGN
PACKAGING DESIGN
ILLUSTRATION
ANIMATION
CREATIVE ASSET PRODUCTION
EXPERIENTIAL STRATEGY & PRODUCTION
INFLUENCER & BRAND PARTNERSHIPS
WORK SHOP DESIGN & FACILITATION
