A bold new look for UHS giving
Challenge
San Francisco University High School sought to rebrand its Annual Fund to better align with the school’s evolving identity and strategic vision. The previous branding felt dated and no longer reflected the energy or direction of the school. Like many independent schools, UHS relies on philanthropic support to cover the essential costs that tuition alone does not meet, and the Annual Fund is its most significant fundraising initiative. The goal was to create a refreshed brand that felt compelling, engaging, and inspiring to families, while clearly communication the vital role the annual fund plays in sustaining and enriching the student experience.
Strategy
We began by meeting with the development team to understand how the Annual Fund has traditionally been marketed and where there were opportunities for growth. In evaluating the school’s broader brand, we aimed to position the Annual Fund as a modern, energetic extension of that identity. We leaned into UHS’s bold core colors, red and white, while also incorporating a light blue from their brand guidelines that had been underutilized in other materials. This strategic addition created visual distinction, helping the Annual Fund stand out while remaining cohesive with the school’s overall aesthetic. To give the team flexibility and ownership, we presented several logo concepts that could serve as the foundation for the rebrand.
Impact
The new logos now serve as the visual cornerstone of the UHS Annual Fund, appearing across all fundraising collateral and communications. As part of the rebrand rollout, we also designed a striking mailer that introduced the refreshed identity to the school community and delivered targeted appeals to various constituent groups. Together, the new visual system and accompanying materials brought fresh energy and clarity to the Annual Fund, helping reinforce its importance and creating a more unified, recognizable presence in the school’s advancement efforts.
NOTE: In some cases, photos have been replaced with stock imagery to preserve student privacy and content has been replaced with lorem ipsum.