Articles and Resources
Clear thinking to help your school bring identity, story, and community into focus.
This is where we share the thinking behind our work. You’ll find tools, practical perspectives, and examples that help schools sharpen their message and align their community. Whether you are exploring a new direction or refining what you already have, you’ll find something useful here.
What Art Does. And What That Has to Do With Schools.
Thoughts about "what art does" by Brian Eno and Bette A.
ISMAC Conference Presentation Resources
Resources and follow-up reading from the ISMAC 2026 presentation in Bangkok on clearing the jargon fog between school leadership, marketing, and communications.
What is Brand? And What Do You Mean by Story?
A school leader once told me, "We don't need a new brand. We rely on word-of-mouth." He wasn't rejecting brand. He was telling me his was already working.
What’s your department called? Marketing? Comms? MarComs?
Honestly, it may not matter. What matters is whether your school understands how brand, marketing, and communications relate to each other, and what that means for how you build outreach and belonging.
You’re Fluent in Both Languages. That’s Exactly Why It’s So Exhausting.
International school marketers don't just translate between departments. They translate between entire worlds. And when its done well, almost nobody notices they're doing it.
Where Is Your School in Its Brand Journey?
Not every school arrives at brand strategy the same way. This framework maps four common phases in a school's relationship with brand, from early identity work to a fully aligned community story.
Identity: Why It’s in Our Name
Your school’s identity isn’t just what you declare—it’s how others experience you. This post unpacks why “ID” is at the heart of our name, and how empathy, clarity, and audience insight shape a school’s living brand.
How to Talk to School Leadership About Brand Strategy
Most school leaders don’t think in terms of brand. But they care deeply about reputation, trust, clarity and story. That’s where brand strategy comes in.
Latest News: School ID Partners with Finalsite University Taipei
The event kicks off at Taipei American School on Wednesday, February 26.