Turning Point School is not just a great educational experience, but also a great community of teachers and families, all working together to create a positive equation. Dr. Laura Konigsberg, the Head of School, constantly draws from research in the fields of positive psychology and childhood development, along with her nearly 25 years as an educator herself, to provide unique insights and best practices on how to raise children in Preschool, Elementary, and Middle School.
As a school, the faculty and staff were confident in their teaching philosophy, but how does a school translate and communicate this abstract philosophy of a well-rounded education based in positive psychology research into a visual brand identity?
No single logo, symbol, or tagline on its own could really fully do the school justice in communicating their deep, enriching educational experience and philosophy. Together, we realized that we needed an entire Table of Elements system to breakdown and explore all the different elements of the Turning Point School education.
The final Table of Elements came together in a true collaborative effort that involved many of the staff and faculty to identify and define the existing fundamental elements of Turning Point School's education.
Just like how the real scientific periodic table didn’t invent the elements—the elements have existed in our universe—so, too, have the Turning Point School elements always been a part of their universe. We didn’t invent these elements, but Turning Point School's Table of Elements is just a new way of understanding their own fundamental elements and everything they already have been doing all along. It’s a way of visualizing and organizing these previously abstract elements so that everyone, both internally and externally, can have a common understanding of what are the different elements and how they relate to each other.
All of the elements that make up Turning Point School's universe aren't just limited to what's on the Table of Elements here, but these fundamental elements work together to combine in different ways and form different, more complex unique elements.
Every individual—staff, teacher, admin, student, and parent—every classroom, every day, every class, and every moment at Turning Point School is made up of some combination of these fundamental elements to become unique elements themselves in Turning Point School's positive equation for achievement.
For most people, the website is their first introduction to the school and the new brand. With that in mind, we designed the front page to start introducing the idea of the elements and its categories before seeing how elements can combine and build upon each other from the very beginning of preschool until their eighth grade graduation. Then, they are finally introduced to the complete Table of Elements and invited to learn more about each individual element.
Within seconds and minutes, prospective families should have an idea of what makes Turning Point School unique in the competitive LA private school landscape.
The elements and education at Turning Point School are flexible and modular in order to adapt to different students and changing times, but everything they do is still based in rigorous scientific research. To reflect that, the branding as a whole, including the website itself, is designed to be flexible and modular in its layout while still being based on a rigorous grid system.
Art Director, Designer
“Pierre Nguyen is more than a creative visual designer; he is a brand magician. He didn’t just update our look, he helped us discover a new way to think about what we do as an organization, and why it is important, relevant, and unique. During the process, he shined a light into every corner of our organization, reaffirming what we know we do well but also finding gems we had overlooked—dusting them off and holding them up to catch the light.
He is an expert at his craft and understands rules and best practices of design. He also quickly and intuitively recognizes his clients goals, objectives, and capacity for change. The work he did for our organization is visually stunning, adaptable across many platforms, built with flexibility to grow and develop, and has been embraced by our entire community.”
To capture the spirit and idea of all the different elements working together in one positive equation, we created an accordion-fold viewbook so all of the elements can be presented together. On one side, every Table of Elements category is featured with all of its respective elements. On the other side, we give an overview of how the different elements build upon each other throughout the years in preschool, elementary, and middle school.
More images of the viewbook coming soon.
The Broad Stage is a unique theater in Santa Monica, always bringing in world-class classical, jazz, world, and opera music as well as dance performances and plays. The 2015/16 season was no different, bringing in some of the most electrifying performances yet. As the performing art center’s long-term marketing partner, DISTINC_ strategically built upon the past seasons while bringing in a new freshness to the visual language with gradients and lively compositions to reflect this season's exciting performances.
As the lead designer, I was responsible for all of their 2015/16 season marketing needs, from all the print collateral—including brochures, mailers, magazine ads, and newspaper ads—to digital ads, social media assets, and email templates.
For The Broad Stage’s biggest play of the season, 1984, we designed its own entire campaign to promote the show. We leveraged some of the colors and projection elements used in the play and combined it with elements of surveillance and censorship. The campaign rolled out through newspaper, magazine, and bus ads; emails; postcards; and mailers.
In addition to the 1984 play itself, The Broad Stage also hosted a series of panel discussions with experts to have an open discussion about concerns with privacy, surveillance, and politics in our real-life present-day—concerns that were no longer just contained in fiction.
We worked with The Broad Stage to promote these panel discussions with emails, posters, and postcards, creating a campaign that was related to the main 1984 play's marketing campaign while differentiating the panel discussion marketing materials with its own colors.
Many more unconventional marketing ideas were pitched throughout the process of working on this campaign that never saw the light of day. Below were two of my favorite scraped pitches: an augmented-reality bus ad with live "surveillance" screens and scratch-off cards with censored quotes from the book and from real people discussing real-life issues related to the dystopian themes of 1984.
Mirman School is a unique school in LA specializing in educating highly-gifted children. But it is more than just academics—each student is unique in their personalities, interests, and learning. The minute you walk through those Mirman gates, you are welcomed by a supportive community of students, teachers, and parents. Everyone contributes to an enriching education that exponentially raises each child’s potential, curiosity, passions—and everything in between—to the power of Mirman.
When DISTINC_ had the opportunity to completely rebrand the school, we knew we had to capture not only their academic nature but every aspect of the school's education and students. Together with my creative director, we developed a simple, yet flexible brand identity system where Mirman School is the exponent that raises everything to the power of Mirman. And with the new identity, I also designed a new website; wrote, directed, and animated the new brand unveil video; designed a new stationery, viewbook, ads, and signage.
To unveil the new brand, I wrote, designed, directed, and animated a video to capture the essence of Mirman School and the ideas behind our new identity system. We worked with Zemma Productions, who did an amazing job shooting all the footage, recording the voiceover track, and editing it all together.
Director, Designer, Writer, Animator
When it came time to create Mirman School's viewbook, we decided that the best way to show the school's unique experience is not through another traditional booklet, but rather a set of flash cards. Each card features different qualities and what that means when it's Raised to the Power of Mirman visually and verbally. The admissions team can rearrange the order of the cards or switch out different cards to create different sets of cards, creating a modular viewbook that can adapt for different families and their needs—just like Mirman School's education.
Art Director, Designer, Copywriter
The new branding was rolled out across all applications including t-shirts, new stationery, on-campus signage, banners, and ads.