I was assigned to create an advertising campaign for Teach for America - a nonprofit organization whose stated mission is to "enlist, develop, and mobilize as many as possible of our nation's most promising future leaders to grow and strengthen the movement for educational equity and excellence. I took a quick look at their ads on google and their website and knew I had lucked out - their branding is GREAT! Their ads and website rely heavily on photography and the sharp contrast of clean fonts with varying weights. Their logo matches their marketing as well: it’s clean, simple, and bold. I filled out their contact form to request their logo in an .eps file, and an employee sent it via email shortly after.
In my research, two things jumped out at me that could be featured in my ads:
• Their call to action in almost every ad was to “Join the Corps”. They pointed to the website using a stacked version of their logo, appended with “.org”. A clever way of containing the target of their ad (their website) within their logo. Minimalism was key.
• “CHANGE STARTS HERE” was used in a few of their ads, but never as a main feature. I thought those words felt urgent and initiated action.