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REP Metro
Project type
Branding Campaign
Logo Design
Visual Guide
Video Storyboarding
Link
Role
Art Director
Creative Director
REP METRO
Metro High School: Rebranding and Fundraising Campaign
Metro High School, Missouri's top high school in 2022, deserved a gym that matched its students' excellence. However, the equipment was decades old, and the students deserved better. The REP METRO campaign was conceived to address this need, combining a compelling rebranding effort with an effective fundraising strategy.
Objective:
The campaign aimed to raise awareness and funds for Metro Athletics, engaging both the Metro High School community and the broader St. Louis City community. Success would be measured by the funds raised, the increase in community engagement, and the rejuvenation of school spirit.
Solution:
REP METRO was more than just a fundraising campaign; it was a rallying cry for the entire Metro community. 'REP' stood for both 'representing' the school's spirit and legacy and the dedication found in every exercise 'rep,' symbolizing the importance of athletic aspirations.
Key Features:
Multifaceted Media Approach: The campaign integrated traditional media like print and Out-of-Home (OOH) advertisements with modern platforms like podcasts and social media, ensuring widespread visibility and engagement.
New School Logo: A refreshed school logo was unveiled, symbolizing Metro's evolving identity and renewed commitment to excellence.
REPMETRO.com: This online store became a hub for community members to show their support, offering branded merchandise that allowed them to wear their pride.
Launch Event: The campaign kicked off with a launch event at Metro High School, where teams paired with celebrity guests for friendly competition. This event not only raised funds but also rekindled community spirit and camaraderie, setting the stage for a bright future for Metro's athletics.
Outcome:
REP METRO successfully galvanized the Metro community and the broader St. Louis community, raising both funds and awareness. The campaign demonstrated how a well-executed rebranding and fundraising initiative could bring a community together and achieve lasting impact.
