Alpha Sigma Phi Fraternity is on the verge of something big. Both the Fraternity and the Foundation are achieving unprecedented goals, and they selected Rhyme & Reason to create an aesthetic for the Alpha Sigma Phi Foundation’s 2013 To Better the Man Capital Campaign. The Capital Campaign connects with alumni who want to be part of the Fraternity’s future, helping to make an impact on a younger generation of Alpha Sigs.
The goal of the Capital Campaign is to capture the attention of busy leaders as well as compel them to take action. In order to create such a reaction, we chose to depart slightly from the red and black color palette associated with Alpha Sigma Phi, bringing in the secondary palette of yellow and grey. We also selected a font that was larger and more imposing than fonts typically used in Alpha Sigma Phi messaging. By combining a different color palette and robust typography with the familiar Alpha Sigma Phi badge and letters, we were able to create materials that demand notice. The campaign has just begun, but Alpha Sigma Phi is already experiencing new levels of commitment.