Assignment

Rebrand a nonprofit that helps students become the first in their families to go to college.

Challenge

Create an identity that resonates with everyone from a 6th grader to a donor.

Strategy

Make the brand feel like a club so people are proud to join and to support the organization.

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You don’t just join a program. You join a movement.

For decades, The College Crusade of Rhode Island had helped first-generation students navigate the path to college. But the name had come to carry painful baggage and no longer reflected the mission of the organization.

We were brought in for a rebrand. But before laying a finger on a beloved brand, we listened—to students, staff, alumni, families, and partners. And we heard a powerful truth: Student success takes a village and benefits everyone.

So we didn’t just rename the organization, we reimagined it as a club, something students could be proud to join and alumni proud to represent.

The result: Onward We Learn.

The new identity is a badge of belonging. The visual system, built on the icon of an owl, honors the vision of our students gaining wisdom and taking flight. And the brand manifesto became a rallying cry of community and growth.

Because when one student moves onward, we all do.

Rebrand a nonprofit that helps students become the first in their families to go to college.

Create an identity that resonates with everyone from a 6th grader to a donor.

Make the brand feel like a club so people are proud to join and to support the organization.

You don’t just join a program. You join a movement.

For decades, The College Crusade of Rhode Island had helped first-generation students navigate the path to college. But the name had come to carry painful baggage and no longer reflected the mission of the organization.

26 Miles—One Moment

Amplifying the Athlete

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