The Compass School brand identity project focused on creating a visually engaging and cohesive identity that reflected their values and mission. To explore creative directions, I designed three distinct mood boards: one professional and sophisticated, one playful and vibrant, and one blending the two. Collaborating closely with their team, I refined the visual elements to align with their goals, presenting designs on Thursdays to ensure alignment with their internal schedule. The final deliverables included a brand identity that effectively balanced professionalism with approachability, resonating with their target audience.

The Compass School needed a brand identity that reflected their mission of guiding students toward success while balancing professionalism and approachability. The design had to resonate with families, showcasing trust, inclusivity, and innovation, while appealing to both parents and students. Through collaboration and creative exploration, the final identity combined sophistication and vibrancy, effectively embodying their vision and values. These were some of the keywords mentioned to describe the desired look and feel:

Trustworthy

Innovative

Inclusive

Modern

Balanced

Inspiring

The first thing we did for The Compass School was a brand strategy workshop, which was all about tightening their foundation and getting some much-needed clarity. This step was so important because it gave us space to dive into their mission, vision, and values while also figuring out who their audience really is and how they wanted to stand out. By the end of it, we had a clear direction that made the design process so much smoother, ensuring every decision we made felt true to who they are and what they stand for.

Here's a quick glimpse at their Brand Strategy Summary:

The next step was working on the creative direction, which took a few tries to really nail down. It was so important to me that we found something that felt authentic to The Compass School and aligned with their brand and vision for their school. We explored a few different ideas, tweaking and refining along the way, until we landed on a direction that truly resonated with their mission and values. Below is an image of the finalized mood board for the creative direction, including the color palette that set the tone for the rest of the brand identity.

When it came to iterations, the first few concepts we presented to The Compass School team weren’t quite hitting the mark. They were solid designs, but they didn’t fully capture the vision or feeling the school wanted to convey. So, we went back to the drawing board, taking their feedback into account and refining our approach. This process was all about collaboration and persistence, and it ultimately led to a direction that felt much closer to what they were looking for. Below is a screenshot of some of the iterations and concepts that were part of this journey.

After exploring various options, we agreed on a direction that closely aligned with what we had initially outlined during the brand strategy workshop. Sometimes, the best solutions are the ones that feel right from the start, so we revisited those early ideas without overthinking the designs. This approach allowed us to move forward with confidence, creating something that truly represented The Compass School’s vision and values.

The image above highlights a couple of logo options, including the typeface ultimately chosen for The Compass School’s logo. To make it truly their own, we made slight adjustments to customize the typeface and better align it with their brand identity. Alongside these options, we also provided explanations on why these particular typefaces were selected, emphasizing how they reflected the school’s vision of professionalism, trust, and approachability. This helped ensure the team understood the thought process behind the designs and felt confident in the direction we were taking.

The image below shows the logo displayed in a mockup website, which was incredibly helpful for The Compass School team in visualizing how the logo would function in a real-world setting. Seeing it in context allowed them to better understand how the design would align with their brand and resonate with their audience. This approach ultimately made it easier for them to identify the logo that felt most authentic and representative of their vision.

The next step was creating brand graphics that support The Compass School’s identity and bring their unique personality to life. With this portion, we had two distinct audiences to consider: families and children. Since the school needs to connect with parents and kids in different ways, the graphics had to strike the right balance. For families, we focused on refined and professional designs that convey trust and credibility. On the other hand, for children, we leaned into a more playful vibe, incorporating vibrant colors and fun elements that would capture their attention and feel engaging. This dual approach ensured the graphics resonated with both audiences while maintaining a cohesive brand identity.

One of the key brand graphics we designed was a custom pattern inspired by a topography map, with flowing lines that symbolize authenticity, adventure, and the unique journey children embark on at The Compass School. This pattern not only reinforces the school’s mission of guiding students through growth and exploration but also adds texture to the brand, introducing depth and visual interest. Whether used in backgrounds or digital assets, it creates a cohesive and dynamic element that enhances their overall identity.

As a former teacher, I knew that even after leaving the classroom, I wanted to stay connected to the education industry in some way. Working with The Compass School has been such a fulfilling experience because it allows me to help shape a new school’s identity and support their mission of guiding students. It’s been so rewarding to blend my background in education with my passion for design, creating something meaningful for their community.

What makes this project even more special is that The Compass School is just two hours away from me. One day, I hope to make a trip out there and see my designs in action—it’s surreal to think about! Getting to do work I’ve always dreamed of and seeing it come to life has been such an incredible and rewarding journey.

Watch The Compass School grow by visiting their website here!