Road Scholar’s 50th Anniversary Campaign
Results & Impact
Supported a projected 500,000 new lead acquisition effort through design leadership across all campaign assets
Enhanced brand visibility through a unified multi-channel design approach and storytelling framework
Increased catalog engagement with elevated design treatments (e.g., gold-embossed covers, feature spreads)
Improved internal alignment through clearly defined brand standards and campaign messaging across staff, call center, and advisor channels
Creative POV
I approached the 50th Anniversary as more than a celebration—it was a chance to reconnect audiences with the heart of Road Scholar’s mission and modernize how we express it. Through thoughtful design, strategic storytelling, and unified execution, we made the past 50 years feel both nostalgic and newly relevant.
Leanne’s Role: Creative & UX Design Director
Timeframe: 2023–2025
Scope: Brand strategy, multi-channel execution, team leadership, UX design
Project Overview
To celebrate Road Scholar’s 50th year as the nonprofit leader in educational travel for older adults, I led the creative direction and execution of a comprehensive, multi-year brand campaign designed to drive awareness, engagement, and loyalty across new and existing audiences.
This high-impact initiative included a nationwide giveaway, an extensive print and digital rollout, brand storytelling via video and web, and immersive onsite experiences—culminating in a unified visual identity that honored our legacy while modernizing the brand for the next generation of lifelong learners.
Strategic Objectives:
Add 500,000 new leads to Road Scholar’s mailing list
Elevate brand perception and visibility through PR, digital media, and campaign storytelling
Celebrate the organization’s legacy while positioning it for future growth
Increase engagement across audiences: prospects, participants, donors, providers, and staff
My Role & Contributions
Brand Leadership & Creative Vision
Directed the development and rollout of the 50th anniversary logo and campaign visual identity system, applied across all digital, print, and video touchpoints
Served as brand steward, ensuring message and design consistency across departments, partners, and platforms
Concepted and co-led the creation of a commemorative video chronicling Road Scholar’s evolution—from classroom-based learning to global adventures
Multi-Channel Execution
Oversaw creative execution for:
Digital experiences: giveaway landing pages, homepage takeovers, program collections, timeline of Road Scholar history
Print materials: catalogs with special-edition covers, direct mail with sweepstakes offers, luggage tags and branded merchandise
Email campaigns: custom templates for giveaways, program highlights, and internal communications
Web and video: animated graphics, timeline storytelling, campaign explainer video
Team Leadership & Cross-Functional Collaboration
Led a team of 10+ designers and content creators across disciplines (UX, print, digital, social, video)
Partnered closely with PR, Advancement, Marketing, and Programs teams to align messaging and design efforts
Established a streamlined workflow using Figma, Optimizely, and Confluence to manage creative production and version control
Tools & Systems
Maintained a central design system in Adobe for all campaign components
Coordinated asset deployment via Road Scholar’s CMS and marketing platforms
Integrated brand visuals into advisor and employee tools (e.g., email signatures, internal scripts)
Ideating cover designs for the Fall 2025 issue of the Alumni Magazine
Challenges & Solutions
Challenge: Designing celebratory branding that resonated with both loyal participants and new audiences unfamiliar with Road Scholar
Solution: Balanced nostalgia and warmth with forward-looking storytelling—creating a campaign that honored legacy while visually modernizing the brand for the next wave of travelers
