In an effort to raise $20 million to boost both the endowment and annual fund, NOLS launched Campaign NOLS. I designed a case statement to help explain the campaign goals to major donors. Photography was the main color-driver in this piece, and the addition of a used-topographical-map as a fly sheet makes each one slightly different, just like each student’s unique experience with the outdoors.
For the fly-sheet, I hand-sorted through piles of old, used maps from NOLS courses (yes, really!). Then, I hand-delivered the ones that weren’t too torn, taped, or ripped to the printer in Denver (Vision Graphics). They were then trimmed and bound into the booklets.
I stayed within NOLS’ brand standards, utilizing colors and type already defined in our brand manual. Limiting which elements were used, I focused on using Adobe Garamond exclusively and made sure red was highlighted. The goldenrod yellow, navy blue, and pops of red later became a mainstay of Campaign NOLS and appeared in many other materials throughout the campaign.
The inside back cover provides a pocket for inserts. As details like naming opportunities changed, we updated and reprinted these inserts in smaller runs throughout the campaign.