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keep it going nyc |
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Keep it Going NYC was an initiative put forth by The New York City Fund for Public Schools to promote parental involvement and create support and awareness for public school reforms.
Of course, the centerpiece of the project was the identity exploration. One of our leading concepts visualized volunteerism and student participation through raised hands. Another featured an arrow made up of smaller individual parts as a symbol of direction, and community momentum. But the winning solution features a spinning apple icon that is symbolic both of education and the city itself. Its upward motion speaks to the energy and momentum of school reforms.
The Keep it going NYC website appeals to parents by invoking traditional classroom visuals such as chalkboards and manila folders. It was designed to serve as an informative backstop for the broader initiative by providing seasonal tips to parent on how to stay involved with their kid’s education. Additionally, the site featured a custom media player and newsletter sign-up to help sustain involvement.
To ensure easy maintenance each quarter, the site was built using the Drupal CMS to include rich text editing of content, uploading of videos, as well as the ability to add edit and remove statistics from all of the Flash animations.
One exciting application of the brand was the creation of a high definition Keep it Going NYC video sequence that was featured prominently on MTV’s 44.5 billboard in Time’s Square. The largest of its kind, this billboard is visible to the thousands of passers by as well as the millions of MTV audience members. The video was retrofit from the Keep it Going NYC introductory animation, and showcased the logo in a progressive spin to underscore it s sense of motion and energy.
And of course we were honored that the identity and website is featured in the book “Designing for the Greater Good” which showcased the best in Cause and Non-Profit marketing. The Keep it going branding program finished fourth in its category for Identity Magazine’s “Best of the Best” international competition.
