Journey to Success

AICF Website Rollover v2

Experiencing the Mission


Conveying a complex, layered brand story.

Every donation happens
for a reason.

American Indians face substantial challenges in pursuing higher education. It’s a difficult journey, with a dream at the start; greater opportunity at the finish; and dizzying obstacles throughout. In many ways, it’s a maze. We took this metaphor and made it real, creating a physical representation of the Native student’s experience and how the American Indian College Fund helps them. The 30' by 30' maze, Journey to Success, first appeared at Mall of America in October 2019. Exterior walls featured beautiful, arresting imagery of scholars and American landscapes. Interior walls enveloped visitors with 12 powerful, personal images and a mix of facts and quotes to underscore the organization’s mission.


“It means a lot for me, my family, and my community, knowing that the American Indian College Fund is there to help us continue and enhance our way of life as indigenous people.”

—Jason, Lummi Nation Tribe

How Culture Reacted

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Impressions achieved prior
to the MoA installment


Impressions achieved the
day of the installment

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People who walked
through the maze