A good friend who’s a great artist

Lucy Moses is a respected school for arts education located on the Upper West Side of Manhattan, where providing school activities is big business. The school’s course catalog is the primary promotional vehicle for classes geared to pre-school and school age children. Given that its design had to appeal to the parents and caregivers, we developed a campaign that treated “Lucy” as a friend and then created marketing materials that established “her” personality. Older children were invited to “spend a little time with ‘Lucy’” — a line so effective that the school adopted it as a tagline.