Recently, we helped Bryn Mawr College launch a campaign to raise $250 million to support its students, faculty, and historic campus. The graphic identity we created for DEFY EXPECTATION: The Campaign for Bryn Mawr includes a powerful visual message: the words "EXPECT Bryn Mawr" stand out from the campaign logo in bright yellow. #ExpectBrynMawr has become not only a handy tool for social media, but the campaign’s rallying cry. Our campaign anthem film brought shouts and tears from the audience at the campaign launch, and provided a focal point for remarks from the campaign chair and student speaker. The shorter, "reveille" version of the campaign film has already garnered thousands of views through social media.