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The Challenge

The Pinkston group was approached by the Ronald Reagan Presidential Foundation and Institute to create a new secondary brand for their Leadership and the American Presidency Program (LTAP). The foundation wanted to have a brand that could speak to the programs audience, college aged students, and was flexible enough to be applied across several different applications such as printed pieces, video, and clothing. We were briefed to provide the foundation with a new promotional brochure for the LTAP program and a style guide/ UI kit that outlined uses for the new brand.

My Role

Lead Designer

Year

2017

Company/Agency

Pinkston Group

Client

Ronald Reagan Presidential Foundation & Institute

 
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Mood Board

For this project, Pinkston Digital was approached by the Ronald Reagan Presidential Foundation to create a new brand for their Leadership and the American Presidency program (LTAP), a program geared towards college aged students. As the lead designer on the project, I explored a few brand directions before settling on the option above.  The new brand direction would maintain the historical brand roots of the Ronald Reagan Presidential Foundation while adding in elements that would make the LTAP program more appealing to a younger audience.  I chose photography that mixed the historical architecture of Washington, D.C. with real students who had been through the program. The impactful photography paired with a new, vibrant color palette allowed for the brand to be applied in many ways over numerous mediums to fit future needs of the program.

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The Solution

There were a few key design choices that I made early on in the creation of this new secondary brand for the LTAP program. There were a few key design choices that I made early on in the creation of this new secondary brand for the LTAP program: color choice and photography. I explored several combinations before settling on the vibrant yellow, blue, and green. These colors added the level of youthfulness that was missing from the existing brand. These new color options would yield to the creation of more eye-catching promotional materials that could be used to capture the attention of interested students. The photography selections for the new brand consist of action shots of current LTAP program students. Photos are used throughout all pieces to give insight into the program. I chose photos from the programs more interactive events. For location-based shots, I went with realistic images of how you would see the monuments of DC as a tourist. This means that there are usually always people milling about in photos, or that you’re getting a view of the capitol building through the pillars of the supreme court building.

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As a whole, the new brand has been successful and achieves the goals set out by the Ronald Reagan Presidential Foundation and Institute. The new brand was implemented in the summer of 2017 and is currently being used across not only the LTAP program, but the Ronald Reagan Presidential Foundation and Institute’s upcoming RISE conference.