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A Bilingual Capital Campaign
The French-American School of New York is a bilingual school for pre-school through grade 12. The classrooms and administrative offices are currently spread across three cities, four rented buildings and seven miles. A capital campaign to raise $10 million dollars was launched to create a unified campus with a key focus on environmental sustainability and green technologies. The campus will feature a 77-acre nature conservancy with open meadows, native wild flowers, wetlands, ponds and walking trails for students and local families.
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Design challenges for the campaign package included the need to include all written content in both French and English, and to create visuals for a campus concept that was still in a sketch phase.
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Imagery focused on the vitality of the students and faculty, drawings of the new plan and a map of the current classroom sites. Brilliant photographer Jeffry Konczal captured the students and faculty in honest and engaging images.
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Themes incorporated growth, gardening, and home. Natural elements — seedlings, stones, a bird’s nest — reinforced the green mission behind the planning, the need for a new home for the school, and the concepts of growth and nurture.
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Along with the campaign to build a unified campus came the need for an updated identity to reflect a school that is both modern and traditional. A clean typographic treatment was developed for campaign literature. In addition, an icon was created for the school's intials, to be used for branded school-wear, gift and store items.
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