Macro solution for a micro-school.
Be True develops a full brand identity for Peace Valley School in Dayton, Oregon.
A broad definition of micro-schools is that they are fewer than 150 students and it is not uncommon to have fewer than 30. Peace Valley will have 12. The micro model allows a school to meet all the curricular college bound student needs without the excess burdens or limitations of traditional education programs. The model was developed with the intention to multiply. This means Peace Valley School will be documenting their process very carefully so the model can be used to build other non-profit, private, micro-schools based on community and quality education. Peace Valley School is one school, on one farm and hopes to inspire a small educational revolution nurturing integrated learning and self directed studies.
The challenge was to create a fully integrated identity program that would be strong enough and meaningful enough to launch the school, while including reliable style guidelines allowing the program to grow and scale over a longer period of time. The brand had to speak to potential students but equally address community members and potential investors. It was also necessary to differentiate from other schools in the area by paying special attention to attitude and tone of voice.
Working with the founder, Molly Lord-Garrettson and the PVS Board of Directors, Be True led strategy sessions that further crystalized the idea of developing the whole human by building self sufficiency and facilitating conscious choices.
Peace Valley Community School provides an interest based education experience focused on graduating engaged, complete members of the community and the world.
The final solution focused on the idea of transformation driven by a butterfly motif and was complemented with color palettes, style-scapes (design guideline formats), social media graphics and accompanying font choices. We decided the name of the school and the tagline could work interchangeably with the primary identity mark.
Since we helped launch the school's brand, they have acquired funding to build out classroom facilities, finalized a working curriculum and most importantly, enrolled students.
Tagline: Make Education Real.
Sanders Anderson, art director, designer
Barbara Fanning, writer
Peace Valley School is unique. This should be conveyed through all visual and verbal communications. The word brandvoice is used to describe how the brand should sound.