The research that went into the rebrand of Children's House Montessori school located in the suburbs of Boston Massachusetts.
I looked into competing schools in the area and created various matrices with different variables in order to narrow down where the new CHM will find its niche.
Next would be the mind mapping stage where I would mind dump words, like a free association exercise to brainstorm what Children's House Montessori would represent.
The next step was the logo.
It started with the sketching process. I explored letter forms and shapes, but quickly changed to exploring tree and plant forms. I chose the symbol of a tree because it alludes to the idea of growth, which in the context of school, means learning.
The tree started with simple shapes but slowly evolved to a more hand drawn look. And the effect was achieved through drawing the tree symbol on paper then scanning it into illustrator, turning it into a vector and adding color.
Then came the type treatment, and many different iterations were made, including san serif and serif typefaces. But ultimately I decided on a serif, as it is a more fundamental treatment, and this being a primary school, fundamental and buildings block learning is important.
Also color was thought about, and the three colors I chose are similar to the primary colors, red yellow and blue, but are slightly muted and made softer.
Some applications of the new brand guidelines of Children's House Montessori, including redesigned website, collateral materials and advertisements.
The website before the redesign was a mess, so I consolidated the information and links. The blue of the landing page is meant to be a calming, then when the link was hovered over, the picture would reveal full color. The four main links were and "about us" page, and "admissions" page, an "academics" page, and finally a "contact us" page. All the links on the old site I found could be consolidated into these four links. The redesigned site also includes a quick links page for users that already have a child in the program and know right where to go on the site.
Other applications included here are ads, ideally placed in an area of commuters, a Facebook page that updates parents on recent news and events at the school, and some collateral material like business cards, pencils, envelopes etc. Also, some apparel mockups and and sign are included.