James Irvine Foundation: Linked Learning Alliance

To help expand this successful initiative to transform high school education statewide, The James Irvine Foundation called upon Underground to develop campaign messaging and materials that could advance this budding movement to help students aim higher and dream bigger. The need to appeal to simultaneously to educators, policy makers, the business community, grassroots organizations, and students themselves was no small assignment. 

Underground researched and developed messaging, brand, and a powerful storyline that included ads, animation, and collateral that placed students at the center. The bold, contemporary logo set Linked Learning apart from the rest of the education space. We added the tagline, Life comes to school, capturing both work-based learning and the vitality the program breathes into classrooms. Linked Learning has expanded to over 80 districts throughout California. 

Additionally, we created collateral to help the initiative to reach out to businesses, encouraging them to become partners and to host internships. This multi-sectoral campaign reaching opinion
leaders, parents, teachers and administrators is a prime example of what smart, focused, and strategic communication is capable of achieving.