Charged with branding a multi-million-dollar, multiyear neighborhood initiative, Williams Group enlisted the participation of dozens of community leaders who care about academic success of students living in urban neighborhoods. Their voices, perspectives, and visions led to the creation and naming of Believe 2 Become.

English and Spanish rally cries proclaim belief in human potential and recognize the individual and community role in supporting achievement. Inspirational messages delivered in presentations, speeches and media coverage acknowledge the remarkable gifts that students have, and the power of community expectations. Edgy visuals splashed across billboards, banners, t-shirts and yard signs make a statement in four highly targeted neighborhoods.