2020

2024

2023

2022

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2019

2018

Advertiser/Brand

Entrant Companies

Luthern Williams

Dawn Fairchild

Justine Schreyer Lewin

Jean-Marc Durviaux

Daniel Schludi

Asa Beal

Individual Credits

Design Director

Design Company

https://www.distinc.net/portfolio/new-roads

Website

Client

Design Team

Video (direct link)

As a K-12 independent school in Santa Monica, CA, New Roads School inhabits a robust education market in west Los Angeles.

We considered their unique legacy. New Roads was founded as a social necessity, addressing inequity by spending more than double what their competitors spend on financial aid to ensure an authentically diverse community. Given a marketplace in which their tony competitors made specious claims about diversity — plus a bland brand that lacked inspiration — we reimagined an evocative, proprietary visual language that boldly asserts New Roads’ core purpose.

Culturally and socially, we understood that the school’s dedication to social activism resonated in a moment when free expression matters more than ever. We leveraged this culture of activism for our brand messaging. Additionally, diversity of voices (50% women on board; 40% faculty of color; LGBTQ+ representation on board/staff) gave our work richness and authenticity. 

The resulting visual language uses striking silhouettes highlighted by strips of color to establish memorable, radical imagery. The accompanying messaging employs pithy, unflinching statements to deliver New Roads’ values in a voice few schools would have the guts to use. We even crafted a bespoke typeface, Liberation.

Silver Winner in Illustration for Social Change

Gold Winner in Branding for Social Change

Gold Winner in Integrated Graphic Design for Social Change

Gold Winner in Websites Design for Social Change

Indigo Design .css-77mll5{display:block;}@media screen and (min-width: 80em){.css-77mll5{display:inline;}}Award Winners

2018

Indigo Design Award Winners