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.