Brand Program Development


Interactive Advertisement

Business Situation

Metro Health Club 40 wanted to bring the Search Institute’s 40 Developmental Assets for Adolescents to San Antonio. The Club 40 program focuses on two assets: positive identity and commitment to learning. The program believes that a young person who can identify their motivators can create goals to make their dreams come true.


esd developed the Metro Health WORTH program, which included a digital brand platform, the identity, and student/teacher workbooks.
We created a website that supported Club 40’s goal of enabling students to define career paths that helped them identify their dream job. After registering on the site, students completed The Goal, a shortened version of The Goal Book produced for Club 40 classes. The Goal asked students a series of questions. After students completed the activity, the website produced a printable “Congratulations” poster summarizing the answers, outlining the dream and the next steps to a brighter future.
In addition to the activity, esd developed these special features for the Club 40 program:

  • Complete version of the Developmental Assets
  • Resource directory of college planning, youth support and university websites
  • Photo gallery of Club 40 enrollees accomplishing their missions
  • Posters in two San Antonio middle schools to promote the site
  • Ticket to Success mini-flyers given to Club 40 members to share with their classmates

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Executed program in schools

Achieved a 90 percent student commitment rate