St. Gregory is an exclusive preschool, elementary and middle school located in Pasadena, California. Except for a logo, St. Gregory had no visual identity and needed to brand themselves to compete in a city dominated by private schools. Working with the principal and marketing team, we first designed six icons representing the school’s core values. Then we went on to develop a friendly, chalkboard aesthetic that was colorful and flexible enough to be applied to registration packets, pamphlets, banners, posters, postcards and even their website. The look incorporated small illustrations as well as all new photography to capture the essence of the school.