Kindergarten to College
A Future Worth Saving For
D&A partnered with the City and County of San Francisco Office of the Treasurer and Tax Collector, to implement a rebranding effort for Kindergarten to College—the first publicly funded universal Children’s Savings Account (CSA) program in the country. Kindergarten to College opens a savings account for every child entering kindergarten in the City’s public schools, putting students on a path to college from their first day of school.
The rebranding scope required expertise in crafting comprehensive brand development plans with community engagement at its core. We facilitated listening sessions conducted in both English and Spanish to learn audience insights and uncover overall brand sentiment that informed our creative framework—all in an effort to increase awareness and participation while amplifying K2C values amongst SFUSD stakeholders.
The brand redesign for this long-standing program was launched at the 10-Year Anniversary event attended by Governor Newsom and Mayor Reed and included new logo, brand guidelines, marketing collateral, branded swag and photo display for students to be photographed.
“We leaned on a diverse range of stakeholders to gather learnings on overall brand sentiment—conducted in both English and Spanish.”