We quickly threw out the idea of anything to do with plant growth…sometimes it works, but it tends to be overused and we wanted something that said more. The series is about more than just growth, it’s about having a big vision, pressing towards being bigger than we are. One of our initial concepts include a measuring stick, you know the kind that you use as a kid to measure growth? This was good, but we just needed to push it further. Some of the other concepts included another growth chart, we even tried something off the wall with penguins…we then worked with the concept of climbing a ladder.

That led us to the idea of a kid trying to reach for something by climbing up on something and we developed the concept shown at the top of the post. This shows growth, told the story of wanting to be bigger than ourselves and could also tie in nicely with Sanctity of Life and Martin Luther King. Victory!

Sometimes the idea comes right away, other times, like this, take more time and require digging into the message and getting to the core of it. The most obvious solution is rarely the best solution, it takes a bunch of ideas to collide to produce a strong brand that can carry the message.