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