Time and experience clarifies, as long as we watch and listen.
I’m very excited to launch this new venture, School ID. For years, I considered starting a full-time freelance design business, but instead I truly found my place within in-house marketing for nonprofits and international schools. In-house work also offers the chance to develop true multidisciplinary skillset, from design and illustration to marketing, all while working within a familiar environment.
But it’s not without its own set of challenges. Over time, I noticed a recurring blind spot in these sectors: the lack of a robust brand strategy. This gap often led to challenges, such as requests for graphics or edits without a guiding brand framework, or campaigns that developed unique identities instead of reinforcing the core brand. I also saw materials that seemed aimed at everyone, rather than strategically targeting key audiences—or, at the other extreme, messages so broad that they promised everything to everyone, with no clear focus. In short, it was easy for them to go unnoticed.
A recurring issue was the lack of understanding between brands and logos. When I tell people that I’m starting a Brand Strategy business, they often assume it’s simply a design shop for logos. While that may be one component, the strategy always comes first. In fact, I reluctantly made my first blog post an attempt to clarify this common misconception.
School ID is rooted in rural southern Minnesota, in the northern USA, but much of the year is spent in Kuala Lumpur—a centrally located hub perfect for serving Asian markets and clients worldwide.
These issues aren't the end of the world, just ways School ID can help.
Rather than focusing solely on freelance design, I see a greater need for brand strategy—a design-adjacent field where schools can build genuine connections with their audiences. While working in Schools and nonprofits, I often looked to the corporate world for inspiration. It felt like I was putting some of their marketing tricks to use for greater good. Here, I see an opening to do the same. Take brand management strategies used by the biggest international corporations and adjust them to sell learning in international schools.
School ID will still offer design and consulting, but always grounded in a thoughtful brand strategy. Good design solves problems and shows intention; it doesn’t just look pretty. My goal is to help schools not just look good, but connect authentically.
This Branding Blog will discuss all these issues and hopefully give guidance. Here are some highlights from the upcoming editorial calendar:
- A three part series that uses the photography exposure triangle as a metaphor guiding three aspects needed for optimization of in-house creative teams (spoiler alert: Brand Strategy is #1)
- A Case Study that summarizes parts of the strategy I made with Western Academy of Beijing
- A Case study that goes into the School ID’s Brand Strategy and reviews its full brand guide
- An explanation on why Logos can be so expensive
- Color Psychology backed reasons that guide color choices
Your school is unique, with a story, personality, and values that speak directly to those who matter most. While it’s valuable to keep an eye on peers and competition, stop copying other schools—find fresh inspiration within your own community. Let’s uncover your true brand identity together.