The Harvard University Graduate School of Design (the GSD) first came to BMD to help articulate a big idea for its most important campaign to date: raising $110 million in support of the students, faculty, and design leaders who will give form to the 21st century.
Inspired by the balancing of contradictions inherent in the GSD’s approach to architecture and design, the BMD team developed the campaign name: Grounded Visionaries. In addition, we developed messaging and a communications framework that organizes the various stories and funding priorities of the campaign within a compelling narrative structure.
BMD also designed the visual identity and graphic system for the Grounded Visionaries campaign. We then worked with the development team at the GSD to develop a communications strategy to identify and connect with priority audiences, during and after the launch of the campaign.
Bringing the graphic and verbal systems to life, BMD created and produced the invitation, program, banners, animations, and graphic installations for the launch event, as well as all signage and way-finding. The launch featured speakers such as Rem Koolhaas and Jeanne Gang, as well as the Grounded Visionaries exhibition.
At it's conclusion, the GSD campaign surpassed it's ambitious goal, raising over $160 million.