ManUp: Fatherhood Initutive

About ManUp Fatherhood Initiative

ManUp is the federally funded fatherhood initiative of Henrico County Public School (HCPS), in Virginia. ManUp was created to encourage and motivate young fathers, particularly those in the lower income areas of the county.


HCPS was in need of an identity for their new initiative that would appeal to young fathers in low income areas of the county. The ManUp initiative needed a distinct identity separate from the public school’s corporate brand; while maintaining as much brand equity as possible.


HCPS has a longstanding history of providing exceptional public education to students throughout the county for more than 100 years. Technology, innovation and community partnerships have been essential focal points for HCPS.

The process began by leveraging HCPS strong belief in and commitment to excellence to create a brand positioning statement, identity and personality attributes to define the brand and delineate the differentiating elements.