San Francisco University High School

The Challenge

San Francisco University High School (UHS) has long been recognized as a top-tier academic institution in San Francisco, known for sending students to the most competitive colleges. However, its reputation as an academically rigorous school that students "survive" is outdated. Under Head of School Julia Eells, UHS aimed to redefine itself, focusing on a more transformative high school experience. After a decade without a capital campaign, UHS was preparing to raise $65 million to align with this new vision. They engaged Mission Minded to help them effectively position this shift to both internal and external audiences.

Services

The Insight

During our discovery phase, it became clear that while UHS had a highly detailed strategic design, it lacked a cohesive brand narrative that matched its evolving identity. The school’s reputation needed to move away from a transactional focus on academic rigor and toward an emotionally resonant message of transformation. By creating a distinct line between the internal strategic design and the external-facing campaign, Mission Minded saw an opportunity to position the school not just as a leader in education, but as a driver of transformative experiences.

The Journey

Though Mission Minded wasn’t initially tasked with developing a campaign theme, we identified the need to replace the school’s existing campaign theme, Connect | Invent | Design, which didn’t fully capture the campaign’s objectives. After thoughtful discussions with the client, Mission Minded proposed a bolder and more strategic theme Next Level. This evokes growth, progress, and success without diminishing UHS’s past and its well-deserved standing. Through a bold brochure and compelling video, the campaign reinforces the school’s mission of revitalizing the impact of secondary education, presenting UHS as a school that continually pushes boundaries.

The Impact

The Next Level campaign positions UHS to both enhance the school and also redefine the high school experience itself. As a leader in secondary education, UHS is advancing how we think about high school, ensuring its continued relevance and transformative impact for generations to come. With significant progress toward their $65 million goal, UHS is already seeing the benefits of campaign resources—transforming their programs, revitalizing shared spaces, and fostering a more inclusive, diverse community that reflects their vision for the future.

Every time I see this campaign brochure, I think about the pride I feel in sharing it with a donor prospect. It’s absolutely beautiful. I can’t wait to get it into their hands.

Shaundra Bason, Director of Strategic Philanthropy