PHASE 1 - EXTERIOR
PHASE 2 - INTERIOR
Before & After Views and Additional Signage
PHASE 3 - MULTIMEDIA
Branding
Teacher Memorial Global Studies Magnet Middle School
Role:
(Brand Strategy, Art Direction, Copywriting, Project Management)
Deliverables: Brand identity system, Logo development (external designer collaboration + internal alignment), Exterior environmental graphics and signage, Interior environmental branding, Wayfinding system, Marketing and recruitment messaging, Multimedia assets supporting outreach and recruitment
Tools: Illustrator, InDesign, Photoshop
A full rebrand transitioning a traditional public middle school into a magnet-themed institution.(Brand Strategy, Art Direction, Copywriting, Project Management)
Deliverables: Brand identity system, Logo development (external designer collaboration + internal alignment), Exterior environmental graphics and signage, Interior environmental branding, Wayfinding system, Marketing and recruitment messaging, Multimedia assets supporting outreach and recruitment
Tools: Illustrator, InDesign, Photoshop
Scope
Brand Development, Art Direction, Design, Copywriting, Project Management
Goal
Reposition the school’s identity to attract incoming 5th-grade students by transforming both perception and physical experience—signaling a clear shift in culture, mission, and opportunity.
Challenge
Poor public perception and declining interest
An aging building with inconsistent, outdated signage
A compressed timeline while the magnet theme, mission, and vision were still being defined
The brand needed to feel credible, aspirational, and visibly different—fast.
Strategy
Build the brand concurrently across identity, messaging, and environment, allowing physical transformation to reinforce belief in the new magnet theme as it was still taking shape.
Process
Discovery & Foundation
I guided staff through the development of the magnet school’s mission, vision, and core values, collaborating with an external magnet-school consultant while overseeing timelines and alignment with district leadership.
In parallel, I conducted:
Magnet school and competitive research
SWOT analysis
Brand and environmental audits
Photography and video documentation of the campus
Vendor research and signage sourcing
Messaging & Positioning
Working directly with staff, I helped distill:
What the school was and was not
How it wanted to be perceived
What made the magnet program distinct
These insights informed:
Core brand messaging
Marketing copy
Consistent elevator pitches for staff and outreach
Identity Development
To avoid internal bias, I contracted an external designer to develop the core logo while I:
Provided strategic direction
Facilitated feedback with the magnet team
Ensured alignment with brand positioning
Once finalized, I led execution across all deliverables.
Execution
Phase 1 — Exterior Branding & Wayfinding
The first impression needed to change immediately.
Designed large, colorful exterior graphics to signal transformation
Created a clear wayfinding system to resolve confusing site navigation
Introduced a primary monument sign with “breadcrumb” directional signage
Removed inconsistent legacy graphics and replaced them with a cohesive system
Outcome: Clear arrival experience, strong visual impact, and immediate perception shift.
Phase 2 — Interior Environmental Design
Focused on high-traffic, high-visibility spaces:
Main lobby
Cafetorium-adjacent walls
Key hallways
Design updates modernized the interior while reinforcing the magnet identity and areas of concentration—without requiring a full renovation.
Phase 3 — Multimedia
Supporting materials extended the brand across marketing and recruitment touchpoints, reinforcing consistency beyond the physical space.
Impact
Clear, visible transformation of school identity
Improved perception among families and prospective students
A cohesive brand system that staff could confidently represent
Environmental branding that made the magnet mission tangible and believable
