The Perse anniversary campaign
- Identity development
- Content strategy
- Art direction
The Perse School sought to mark the occasion of its 400th anniversary with a campaign that would not only build excitement among teachers, pupils, parents, alumni and other stakeholders, but would also encourage them to ‘play their part’ in the anniversary (the campaign proposition). A secondary objective was to raise awareness of the breadth of a Perse education. At the heart of the campaign sits a very simple marque which has been designed to sit alongside The Perse’s existing identity without overpowering it. It delivers an identity under which the school can raise funds, celebrate and also make distinct approaches.
The Perse 400 marque was developed with a toolkit of images that are interchangeable with the four and zeroes to add dynamism, inclusivity and an ability to be bespoke to each of the campaign’s communications. The identity breathes life into the campaign, with the ability to adapt and change to show different aspects of The Perse, marking 400 years of maths, sports, music, science, etc.
The 400 marque has been applied simply across a number of projects, with the lead communication for the campaign being the ask, which comes in the form of a pack that slides out of a simply branded envelope to reveal a more diverse range of identities. The pack contains a wealth of information about the school’s history including a 400 year timetable contrasting key dates in history with what was happening at The Perse, such as its foundation in 1615 one year before the death of Shakespeare.
Once it was introduced the marque captured imaginations, with more than 20 versions of the 400 marque created in response to staff demand. The campaign achieved 145% of its original engagement target, with over 2,100 members of the community attending The Perse’s anniversary lectures. In addition the anniversary newsletter achieved an open rate of more than two and half times the sector average and the campaign generated 13 press articles.
- Alex Bibby
- Anglia Ruskin University
- Cambridge City Council
- Cambridge Computing History Museum
- Cambridge Festivals
- Cooke Curtis & Co.
- Creative Front
- Design Bridge
- Design Council
- Future City
- Mole Architects
- Norwich University of the Arts
- Old Friends Brewery
- Pan Macmillan
- Periscope Post
- Sedgwick Museum of Earth Sciences (digital)
- Sedgwick Museum of Earth Sciences (film)
- St John's College, University of Cambridge
- Team Consulting (digital)
- Team Consulting (film)
- The Perse (anniversary campaign)
- The Perse (print)
- University of Cambridge
- University of Cambridge Museums