How a Two Year Adventure Became a Way of Life
A Story of Learning, Growth, and Supporting International Schools
It started as a small but recurring conversation. My wife, Regina, recalled a college visit from representatives of international schools. The idea intrigued her then, but life took over, and she built a successful career as a counselor in a large U.S. public school district. Still, she’d bring it up every now and then. I was never strongly for or against it, but I liked adventure too.
At the time, we lived comfortably in a small suburb of the Minneapolis-St. Paul metro area with our two young children, who loved their school and friends in the neighborhood. I held a rewarding role as the in-house marketer for the nonprofit arm of Como Park Zoo and Conservatory. The “department” was essentially me, handling everything from graphic design and website management to HTML emails and photography. I worked with a talented freelance writer for content, but the rest was up to me, including the infrastructure of the in-house marketing and creative. One of my most formative experiences there was collaborating with branding mentors at Known Branding to develop a comprehensive brand strategy for Como Friends. This strategy made my busy role more manageable, and it was so successful that we repeated the process a year later for the entire zoo.
Then, one day, Regina mentioned it again: “Remember those international schools? There’s this organization called Search Associates. I could sign up; most contracts are two years. Maybe we could show the kids Europe for a while?” It seemed harmless—just two years, after all—and I thought maybe I’d try freelancing for a bit.
Fast forward to a job fair in Boston, where she quickly received offers and decisions to make. It all felt sudden, but one of the offers was from a unique-looking school in Beijing: the Western Academy of Beijing (WAB). We decided, ‘Why not?’ Two years in Beijing seemed like the perfect adventure.
Those ‘just two years’ turned into something much bigger. I joined the in-house team at WAB, where I found my place contributing to graphic design, web development, photography, and strategic planning. Meanwhile, Regina expanded her already successful career internationally, and our kids thrived in their new learning community.
We spent five years in Beijing, deeply rooted in the international school community. Our family learned so much about each other, the world, and our careers. Now, with my wife’s new role at the International School of Kuala Lumpur (ISKL), we split our time between Malaysia and Minnesota. Our kids are in high school now and in a new continent, but they still love their school and their friends from around the world.
While at WAB, I was fortunate to recently lead the development of a new brand strategy, and I was able to translate my experience in branding at the zoo to schools. I designed custom workshops that included representatives from every part of the WAB community, ensuring all voices were heard. The result was a plan rooted in empathy for our audiences—understanding what keeps them close and what draws more like-minded individuals to the school.
My freelance aspirations returned, this time with a focus on brand strategy-driven graphic design. While I deeply value the role of design, I’ve come to see an even greater need in schools for brand strategy—a field closely connected to design but essential for building authentic connections. At School ID, design and consulting services are always rooted in a thoughtful brand strategy. In short, my mission is to help schools not just look good, but connect authentically.
I believe that a brand goes far beyond logos and catchy slogans. It’s a true representation of who you are, what you stand for, and how others perceive you. Think of it as clarifying your school’s identity—like finding the right balance of wisdom and cleverness in a conversation. My job is to help you uncover that identity and bring it to life through strategic guidance, whether it’s refining your messaging, streamlining your visual style, or even rethinking how you’re “seen” in your community. I really want to support schools like the ones that have brought my family where it is today.
Your school is unique, with a story, personality, and values that speak directly to those who matter most. Find fresh inspiration within your own community. Let’s uncover your true brand identity together.