COLLEGE BOARD
Clearing the path.
The College Board is a 120-year-old nonprofit behind iconic offerings like the SAT and AP. Each year, they help 7 million students navigate the path to college. While their impact is big, their brand awareness isn't. Most people don’t connect their products and services with the organization or understand their greater purpose. We streamlined their identity, created a new visual design system and developed a variety of brand expressions, from printed materials to ad campaigns to documentary films, that all serve to reinforce their core reason for being.
Strategy & Positioning
Narrative
Visual Identity
Advertising
LEVELING THE PRACTICE FIELD
College Board partnered with Khan Academy to create Official SAT Practice—a free online tool designed to help any student improve their SAT score. It offers an alternative to traditional test prep, which is expensive, not available to all and promotes tricks over true learning and improvement.
To help promote it and shift mindsets from prep to practice, we created a series of documentary films shot over the course of six months that feature five real students at a high school in Orlando, FL. The campaign showed how practice was the key to getting better at everything important to them—including the SAT
GIVING STUDENTS CONFIDENCE
For the :30 launch spot for Official SAT Practice, we didn’t show students how it would help them improve their score. We simply showed them how it would make them feel on test day.
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