School sub brands

As Creative Director and Art Director, I worked over a six-month period with a team of four, including a freelance designer, marketing manager, and project manager. While the core brand established a strong visual language, the challenge was to extend that system into six distinct sub-brands—each needing to reflect their school’s individual values while remaining visually unified under the overarching brand.

Working closely with the marketing manager, who gathered two key values from each school, I developed a unique set of shapes and color combinations for each sub-brand. The result was a flexible, expressive system that gave each school its own identity—without competing with or diluting the main brand. It’s a great example of how design systems can balance consistency with individuality across a large institution.