To lay the groundwork for our proposed branding program, we carefully reviewed Evergreen’s internal documents, including self-studies, consulting reports, and current communications. We also conducted a comparative review of available communications from competitor schools along with demographic and psychographic research to better identify and target Evergreen’s audiences.

We continued our investigation through in-depth interviews and focus groups with Evergreen students, parents, faculty, administrators, and alumni. These discussions surfaced evocative and authentic expressions of the Evergreen experience which later formed the heart of the new branding program.

We documented our initial findings, including possible starting points for new branding concepts, in a report shared with Evergreen’s leadership. We workshopped the report with the leadership team, ensuring agreement and buy-in on what would become Evergreen’s Big Idea.

With the Big Idea firmly in mind, we developed a suite of print and online materials to attract, recruit, and retain families whose values and aspirations resonate with Evergreen’s mission.