Brand & Visual Identity (2025)
SchoolMINT
Establishing a scalable brand system to support growth, clarity, and consistency
Overview
Company: SchoolMint
Role: Sr. Director of Marketing & Creative
Scope: Brand strategy, visual identity, creative direction, system development
Team: Content marketing, design (contract), multimedia/marketing ops, events
Timeline: 2024–2025
Summary:
In 2025, SchoolMint needed a clearer, more cohesive brand system—one that could scale across products, channels, and teams while supporting broader marketing and growth goals. I led the evolution of SchoolMint’s brand and visual identity, establishing a unified system that balanced clarity, warmth, and credibility across digital, print, and experiential touchpoints.
The Challenge
As SchoolMint continued to grow, the brand was being expressed across more channels, products, and teams than ever before. While the foundation existed, the lack of a clearly defined, shared system made it difficult to maintain consistency and scale creative efficiently.
We needed a brand that:
Clearly communicated expertise in K–12 enrollment
Felt trustworthy and approachable to families and administrators
Could flex across products, campaigns, and channels
Enabled the marketing team to move faster without sacrificing quality
Creative Vision
The goal wasn’t to reinvent SchoolMint—it was to clarify and strengthen what was already there.
I led the development of a refined brand system rooted in four core attributes:
Experts at Enrollment
Trusted Partner
Makes My Life Easier
A touch of Cajun “Lagniappe” (a little something extra)
Visually, the system balances:
Clean, confident structure
Friendly, human elements
A sense of momentum and growth
This resulted in a brand that feels professional without being cold—and approachable without losing credibility
Leadership & Collaboration
As Sr. Director of Marketing & Creative, I led this work as part of a broader marketing rebuild. My role was to:
Set the creative and brand vision
Align stakeholders across marketing, leadership, and sales
Guide execution across content, design, web, and events
Build a system the team could confidently use and extend
Rather than creating one-off assets, the focus was on empowering the team with clear direction, rules, and flexibility—so creative could scale as the organization grew.
Impact
Established a clear, scalable brand foundation for 2025 and beyond
Improved consistency across marketing, sales, and events
Enabled faster creative production through shared guidelines
Strengthened brand clarity for both internal teams and external audiences
Most importantly, the brand now reflects who SchoolMint is today—confident, helpful, and deeply invested in helping schools succeed.
The Brand System
Logo & Identity
A refined logo system with clear usage rules, spacing guidance, and high-contrast options to ensure consistency across digital and physical environments
The finalized system included:
Color & Typography
A strong primary palette anchored in blues and greens, supported by secondary colors tied to SchoolMint’s product pillars. A clean, open-source typography system ensures accessibility, readability, and consistency across platforms.
Visual Language
Marker-style lines, patterned shapes, and modular elements bring warmth and energy—connecting the brand back to education, growth, and progress without feeling juvenile.
Photography & Iconography
Candid, approachable photography and clean, thin-lined icons reinforce trust and clarity, helping the brand feel human and relatable across every touchpoint.
In Application
The brand system was designed to work everywhere—and it does.
It’s now consistently applied across:
The SchoolMint website and product pages
Digital campaigns and email marketing
Sales tools, presentations, and conference materials
Printed guides, publications, and event signage
Because the system is clear and flexible, the marketing and creative teams can move faster, collaborate more effectively, and maintain a consistent brand presence across channels
