Amplifying the power of knowledge through a historic anniversary
Phi Beta Kappa—the nation’s premier academic honor society—was celebrating its 250th anniversary in an environment where the value of an arts and sciences education and its role in a healthy democracy are under attack. Big Duck refreshed their brand while creating a multi-channel campaign to energize thousands of members, volunteers, campus chapters at academic institutions to re-engage and stand up for the value of an arts and sciences education.
A campaign in conversation with America’s 250th
Phi Beta Kappa’s iconic story as an organization coincides with the anniversary of America’s founding. From their anniversary logo, revised color palette, and new messaging, we reimagined nearly every part of their brand to seize the opportunity. Our strategy included claiming iconography like stars (found on the signature key bestowed on inductees), deploying blue, and celebrating Phi Beta Kappa and notable members throughout history as defenders of American intellectual freedom.
Spotlighting a community of lifelong learning and action
The campaign theme, “Where knowledge inspires action,” speaks to Phi Beta Kappa’s role as an institution that has long framed the arts and sciences as tools for change, fueling its members to apply knowledge, take action, and shape the world around them for the better.
