For years, the Lumina Foundation had been working on what Jim Collins coined a “BHAG” – The Big Hairy Audacious Goal. The goal that they were working on was a way to increase the level of United States adults with post-secondary degrees.
While the goal itself had been honed down to a simple statement of intent — to achieve at least 60% of all U.S. adults with a post-secondary degree or certificate by the year 2025 — we noted that communication about the goal was clouded and confusing.
Internally, the goal was known simply as the BHAG. Externally, it was starting to be understood as the “Big Goal.” The name and the way the goal was being communicated did nothing to educate, inspire, or create desire to participate.
Upon discussions with the communication team and the Vice President of Communications, it was determined that a brand mark was needed that could provide a clear differentiation and a point around which to rally a campaign.
Initial ideas focused on creating a “shorthand” of the goal statement – 60% by 2025. The creative solution that was reached was to include the 60% into a typographical mark of “Goal 2025.”
The mark provided a simple and effective way for the audience to clearly understand the goal and direction with minimal effort. A campaign was created to further introduce the goal and has since developed into a viral and grassroots effort engaging students, policy makers, and grantees alike, becoming a flagship for the foundation. Review the Lumina Foundation website on Goal2025 for more information.