Morehead-Cain at UNC
Connecting students to a prestigious opportunity with a human-centered campaign to benefit student scholarship.
The Morehead-Cain Scholarship offered by the University of North Carolina is one of the country’s most prestigious merit scholarships. The foundation came to us wanting to update their image, as well as highlight the excitement and lifelong opportunities of being a Morehead-Cain Scholar. We started our work with the development of a modern color palette that complements Carolina Blue, but is different enough so as not to be confused with the University’s own admission and recruiting efforts. Playing off the scholarship’s existing logo, we created a catalog of fun icons that are used throughout our work. Designs were kept clean and fresh, and the copywriting informative and intelligent.
With collateral materials, an alumni storybook, a postcard drip campaign, an acceptance package presented in a handsome die-cut folder, and a spiral-bound Morehead-Cain Way desk topper mailed to alumni, the foundation now presents a complete package any student would be thrilled to accept.
Finally, to further activate the close-knit, family-like network of Morehead-Cain Scholars, we developed a unifying fundraising campaign that emphasizes enduring camaraderie: "TOGETHER."