This Washington DC charter school had only a three-month window to convert from a K-12 institution to one serving preschoolers and kindergarteners. Essentially the leaders were forming a new school in the same building. They had no name, no logo, no marketing materials, and, most critically, no students. GH accepted the challenge to create a new identity and help them fill the classrooms with pupils.


The GH team renamed the school Cedar Tree Academy, and created their tagline in both English and Latin (Learn Today, Lead Tomorrow) persuading administrators to have students learn to say the motto in Latin. We designed promotional materials, created a welcoming and professional new website, and we launched social media pages on Facebook and Twitter. We also designed their uniform.


The quick-turnaround campaign was a top class success with sensational results. Enrollment numbers exceeded Cedar Tree’s target by 80 percent. In one year, their Facebook and Twitter pages gained 2,539 combined followers. Our tracking data showed that parents immediately used our website and social media sites as their main communication channel with the school, resulting in far fewer labor-intensive phone calls to the main office.

Case Studies, New Brand / New Visual Identity