The Challenge
To capture the importance and ambition of Caltech’s $2 billion campaign, we focused on the Institute’s special culture of curiosity, interdisciplinary collaboration, and intellectual freedom, beginning with a bold positioning statement and corresponding messaging. We created the campaign name and identity system: Break Through: The Caltech Campaign. The campaign brand contains an imperative and a rallying cry, asking donors to take the courageous risks that lead to stunning discoveries. We took some risks, too. We focused on Caltech’s people—few in number, massive in world-changing impact.
The Impact
Caltech closed its campaign having raised $3.4 billion—170 percent of the original $2 billion goal, empowering Caltech scientists and engineers to push the boundaries of science and technology toward a brighter future for all.
Project components
- Name/theme
- Logo/visual identity
- Message platform
- Brochure
- FAQ sheets
- Proposal template
- Website
- Digital magazine
- Style guide
![Portrait of two men. One, middle aged, looks confidently at the camera. The younger Asian man adjusts his glasses.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/Caltech_Assets_2men-2000x1283_v1b.jpg)
![Breakthrough: The Caltech Campaign. Brochure cover.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/caltech_vb-cover-gry-edited.jpg)
![Young woman holds up her hand in a V for Victory sign, superimposed over the acronym HIV](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/caltech_vb-hiv-gry-edited.jpg)
![The brain trust. Photo of a multi-ethnic, age varied group of women and men scientists.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/caltech_vb-brain_trust-gry-edited.jpg)
![Transformative energies. A white man gesturing as if to indicate something very small.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/caltech_vb-energies-gry-edited.jpg)
![Middle aged white man in an oxford shirt and patagonia vest.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/Caltech_ManArmsCrossed-2000x1283-1-edited.jpg)
![Website screenshot. Hero region shows portraits of Caltech students and instructors.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/Caltech_LaptopOnly_Yellow-2000x1200-1-edited.jpg)
![Mobile views of website.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/03/Caltech_Phones-3phones.jpg)
![Two middle-aged white people, one man and one woman, looking confident.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/Caltech_Assets_ManWoman_2000x1500_v1b.jpg)
![Website screenshot. Colorful illustration of someone wall climbing.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/05/Caltech_LaptopOnly_Blue-2000x1200-1-edited.jpg)
![Website screenshot. Line art illustration suggesting a lab environment.](https://www.yesandlipmanhearne.com/wp-content/uploads/2021/03/Caltech_Phones-2phones.jpg)