In 1999, the Alliance for Education was a five year old non-profit with a big challenge ahead; how to build awareness of your organization and mission, especially in light of the death of vocal supporter Superintendent John Stanford. The newly formed foundation for Seattle Public Schools was passionate about the mission to support all children, but needed a marketing make-over to succeed.

Early publications and materials, such as the 1998 Annual Report or the agency’s Planned Giving brochure, looked like many non-profits yet often lacked images of children. Jacque Coe worked with graphic design firm Monster Design to overhaul the agency’s look and feel, developing a new color palette to complement the existing logo, style guidelines and redesign of the Alliance logo placement. Added to the mix was the talented work of several photographers who followed a specific direction. The results was a fresh new look and feel squarely focused on students and educators, which stakeholders and donors responded to. Marketing materials and web site were consistent, colorful, and full of passion, hope and promise. And yes, the makeover was done within the exiting small budget of the non-profit agency.