SECTOR
Education / Non-Profit
creative services
Visual Identity, Design System Creation, Art Direction
INSIGHT
Educational organizations in urban districts often struggle to express a sense of community empowerment and creativity within institutional constraints. Their brand identities can appear overly formal, missing the opportunity to connect emotionally with young learners and local families.
CHALLENGE
Urban Discovery Academy (UDA), a newly founded educational nonprofit, sought to distinguish itself within the San Diego Unified School District. The school needed a brand that would reflect its mission; to motivate children to become active, creative problem solvers, and resonate with diverse urban communities. The challenge lay in designing a visual identity that felt both academically credible and playfully inspiring, fostering pride and participation among students, parents, and educators alike.
SOLUTION
Partnered with UDA’s founding team to establish the school’s naming and brand positioning. Designed a visual identity system that embodies curiosity, optimism, and inclusivity through whimsical typography, vibrant color palettes, and dynamic illustrative patterns. The resulting system brings the academy’s values to life by encouraging play, exploration, and community connection. Environmental applications, from signage to classroom graphics, extend this identity throughout the physical space, reinforcing the school’s culture and creating a joyful sense of belonging.
RESULTS
The UDA identity positioned the academy as a culturally responsive and community-driven school within San Diego’s urban core. Its distinctive brand language inspired engagement across families, educators, and local partners—cultivating recognition, pride, and lasting loyalty.
Key Learnings
Translating educational values into an expressive, human-centered brand system.
Designing for both emotional resonance and institutional credibility.
Building community trust through inclusive visual storytelling.