International
School of
San Francisco
An independent school in the Bay Area needed to refresh an existing visual identity. The new visual design was then applied to a printed Admissions Viewbook and a new website design.
PROJECT OVERVIEW
Creative Direction, Visual Identity Refresh, Photography Direction, Print Design, Website Design
CHALLENGE
The International School of San Francisco (formerly the French American International School And International High School) was in need of a brand refresh. The clients worked with a strategy team to revise their name to be more inclusive and less French-focused. The school board wasn’t ready for a completely new visual identity but they were very interested in giving it new life. Charged with designing a visual solution that stayed true to their core brand position while making an existing visual identity bolder and more relevant, we got to work.
APPROACH
The existing visual language was dated but full of potential. The graphic library included combinations of primary shapes and basic patterns. Pulling these visuals apart allowed us to rebuild them into a reinterpretation of the visual language. The color palette was then expanded in two ways. First, the primary colors were pulled into a duotone photography direction, merging the visual elements into the student moments, further connecting the school with student life. Second, the shapes and patterns were made more textural by expanding their colors into tone on tone and greyscale, creating more dimension in the designs for print and web.
RESULT
The clients were an absolute joy to collaborate with on this project. At the start, they believed they had an insurmountable challenge of making a staid visual identity into something new and exciting. Once a new design solution was created and approved, then applied to the printed admissions book and new website design, they were thrilled.
