WAY Program : Brand Development

A group of educators based in Detroit was devising an alternative experience to target the educational crisis in their city. MDG was engaged to name and brand this new entity. WAY (Widening Advancements for Youth) was chosen. The WAY Program offers personalized learning experiences, for all students, with an innovative approach to education utilizing state of the art technology and project based blended learning. Founded to provide students with a path to a high school diploma and ultimately life long success.

Our first exercise was to create the brand strategy including messaging points for identified audiences—educators, parents, students and policy makers. MDG then developed a robust brand awareness campaign and execution that included website, outdoor advertising, guerilla marketing, print and more.