Reimagining Outreach: The Real Talk Campaign for BigFuture
Bringing Real Conversations to the Forefront of College Prep
BigFuture by College Board needed to bridge the gap between students and essential college planning resources, particularly for underrepresented communities. The Real Talk initiative aimed to create an authentic, engaging platform that resonated with high school students and their families.
Client
The College Board (BigFuture)
Fufu and Grits
Role
Creative Director
Core Skills
Strategic Communication, Creative Concept Development, Cultural Competence, Collaboration and Team Coordination, Problem Solving
Technical Skills
Design Direction, Content Creation for Multi-Channel Platforms, Event Branding, Project Management
The Vision
Success meant creating a campaign that fostered direct, meaningful connections and made college readiness conversations accessible and appealing. Real Talk needed to be visually inviting, culturally relevant, and easily shareable across digital platforms.
The Journey
Research and Student Insights
We started with in-depth research, conducting interviews with students to understand their college planning experiences and challenges. These insights informed our creative direction, ensuring that the campaign’s messaging and visuals spoke directly to their needs and expectations.
Brand Concept Development
After research and strategy, we used insights to align with BigFuture’s goals and developed a fresh visual identity for Real Talk. The focus was on inclusivity, bold visuals, and relatable language to reach students effectively.
Multi-Channel Asset Creation and Event Integration
Assets were developed for both print and digital platforms, including social media, virtual event backdrops, and flyers. Each piece maintained brand cohesion while supporting Real Talk’s interactive, conversational tone.
The Impact
The Real Talk initiative saw strong engagement, helping College Board reach thousands of students and families. The campaign bolstered BigFuture’s reputation as a trusted resource and increased participation in college planning events.
Reflection
This project underscored the importance of culturally attuned, inclusive design in educational outreach. It highlighted my ability to adapt campaign strategies for multi-channel success and showed that authentic, well-branded initiatives can foster trust and boost engagement.