I was reached out to by To Be Clear Agency with a request for initial rebrand concepts needed within the week. I created a modern, equation-like logo that veered sternly away from their traditional tree icon, with accompanying icons representing the school’s complicated lineup: Upper School, Middle School, Lower School, and the Scott Center. The concept wowed the clients and gave them an easy way to communicate their offerings to prospective students and families, while standing out from competitors in the San Jose area with sleek design and bold colors.

Even though every stakeholder was thrilled and on board, once we released the concept to the students and families, we found something that contradicted our market research: the community was deeply loyal to their tree icon and wanted it back. We were at a crossroads with the school year approaching fast, so I led the effort to calm stakeholders, build a plan forward, and execute quickly. I opened a student logo design contest, giving students a hand in the process and turning a difficult design ask into a source of empathy and direct market research on what people actually wanted or expected. Fear and uncertainty turned into excitement, and the response was full of trees along with some fun but impractical attempts at tying the school’s two campuses together.

I went back to the drawing board and landed on a logo that, while detailed, feels true to the school’s legacy as a 90-year-old institution while pairing its two campuses together beneath the iconic coast live oak. The school is thrilled, and the new school year has started with excitement buzzing around the new brand. This was truly an incredible comeback story.