It's About Processing

Hear me out:  guts and eyes have similarities.

As humans, we have a natural attraction to “processed” foods. They’re easily digested because part of the work has been done for us. Food companies know this, which is why something like Cheetos is so hard to stop eating. But when they go too far, it’s just a spoonful of sugar—and that’s easier to resist.

The same applies to graphic design and the arts in general. Our eyes are drawn to layouts where it’s clear what part we’re meant to focus on. Some of the “processing” has been done for us, making it visually digestible. Using math tools like geometric grids, color frequencies, and the golden ratio helps clean up a design, guiding the eye to what matters most. Add intent from a clear brand strategy, and the design becomes even more effective.

Of course, if it’s too simple, it becomes boring—like that spoonful of sugar. School ID knows how to balance complexity and simplicity in a way that best suits your school, while keeping it visually engaging.

In the End, It's all About your Brand

Your brand directs where the designs fall within many continuums.

Design isn’t one-size-fits-all, and it’s never just about aesthetics. Is your project simple or built around a compelling narrative? If it’s narrative-driven, that story must be immediately clear to any viewer—not an inside reason only your team understands. Is the design colorful or more direct? Print, digital, or a blend of both? These are questions we explore together.

At School ID, we don’t start with assumptions. We listen to your ideas and where your brand is headed, then collaborate to create something meaningful. Think of it like a great haircut: the best stylists consider your face shape, hair type, and preferences, offering professional opinions while working with your vision. Similarly, School ID uses your brand and unique situation as a guide, blending expertise with collaboration. This isn’t a transactional ‘build’—it’s a partnership where we listen to each other to create something truly aligned with your school’s identity.

Some examples of past Graphic Design work is below.

Watch for my entire Graphic Design and Photography portfolio coming soon at matt-wehner.com!

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Art Direction

You Really Know What you Want, Let School ID Figure the Rest Out.

International schools often have a wealth of talented designers locally or within their in-house teams. However, ensuring these designs align with your school’s unique brand identity requires more than technical skill—it requires strategic guidance and a clear vision. That’s where School ID comes in.

As an art director, School ID serves as the link between your brand strategy and the creative process. By collaborating with your local freelancers or in-house team, we ensure that every design reflects your school’s core identity and resonates with your key audiences. Think of it as having a creative partner who not only guides the project but also empowers your team to produce their best work while staying true to the brand.

This approach is particularly valuable for international schools. By working with designers in your location, you can incorporate regional flair and cultural relevance while maintaining consistency with your brand strategy. For in-house designers, this process can double as hands-on training, equipping them with tools and insights to carry the brand forward long after the project ends.

With School ID, art direction is more than oversight—it’s about creating synergy between your team, your goals, and your brand, resulting in designs that feel both globally strategic and locally authentic.

The Process

Graphic Design and Art Direction projects can vary widely, so detailed timelines, pricing, and processes will be clearly defined and communicated at the start of each project.

Phase 1 – Scope Definiton

In the first step, School ID will conduct a preliminary review of your graphic needs and brand situation through a series of initial calls, meetings, and an evaluation of existing materials. Clients will complete a provided Design Brief and submit any relevant brand or style guides. Based on this information, School ID will deliver a timeline and price estimate.

Phase 2 – Design

Design work will commence once a predetermined payment and all finalized content have been received. School ID will schedule feedback and review sessions, with the number of sessions tailored to the size and scope of the project.

Phase 3 – Production

School ID will assist with all aspects of production, including coordinating printing or exporting final digital versions as needed. Clients will also receive working files for all completed designs.