Established in 1840, Stuart Hall embarked on an unnamed $15 million capital campaign, and needed print materials. Folio presented six name ideas to the campaign board, and they unanimously chose “Forward Ever,” a phrase from a line in their alma mater. We created a powerful wave-like swoosh with various shades of red (referencing Stuart Hall’s school colors of red and white) as an anchor for the campaign’s visual identity. Its energy and momentum reflected the forward movement of the theme. 

The capital campaign had two phases. The first was the purchase and renovation of a building in downtown Staunton, to expand the school’s land locked campus. The second phase would include updates to the main campus. Folio did photo research, selecting images from the school’s image bank. We thought it was important to show students downtown, around the school’s new building, and Stuart Hall arranged a photo shoot. Artistic director Marsha Vayvada photographed the downtown building and main campus when we needed better architectural photos. Those photos were used on the back covers of the both the case statement and small direct mail folder. Folio created the initial case statement, a pocket folder with 8-pages saddle stitched interior. To save on the production cost, we found and used an existing die-line from Mid Valley. We created PDF templates of varied inserts for the pocket showing giving opportunities, amount raised to date, etc. The client intended the piece for use one-on-one with prospective high end donors, hence larger type and bold graphics. We used the red swoosh in new ways as headers on insert pages and as fills in bursts and pyramid graphs.

Stuart Hall School's Advancement team ( including the Headmaster and Major Gift's staff) used the Folder/Case statement for talking points during one-on-one meetings. The purpose was to tell these potential donors about the innovative expansion of campus (currently landlocked) to a historic downtown location that was within walking distance of the school. Other potential donors including alumni, parents of current and former students, and supporters of private education were mailed a different (less expensive) brochure. Everyone was informed. After designing the two version of the case statement, we created self-mailers with giving updates, invitations to in-person events, website and email blast visuals, and point of purchase displays (banners) in the downtown building's windows to raise public awareness within the city. All collateral materials followed campaign's visual identity which was fresh and full of energy—reflecting the school's innovative approach to expanding its campus.