Taos Charter School

Overview:

Building a new identity for Taos Charter School was an exciting challenge that required balancing their deeply rooted community values with a refreshed, modern perspective. Our process began with defining their mission, vision, and key positioning statements to resonate with staff, leadership, and families. The result was a unified identity that captures their focus on academic achievement, personal integrity, and fostering a new generation of curious, creative, and tenacious pathfinders.

We extended the brand into multiple touchpoints, from new signage around the school to enrollment and administrative forms. AI renderings were also developed for potential redesigns of their playground and teacher lounge, reflecting the forward-thinking ethos of the school. For current families, we streamlined parent communications by creating a central platform for news and updates, including community events, announcements, extracurricular activities, and more—all automatically delivered weekly to their subscribers.

Through visual identity, photography, and strategic messaging, we’ve crafted a cohesive system that speaks to both new and current families. Taos Charter School’s new website was designed to provide clear navigation for resources like back-to-school supplies, lunch menus, and forms, while also offering compelling pathways for prospective families to explore the school’s unique culture, student life, and values. Every element is intentionally designed to create pride among students and reinforce the school’s role as a pillar of education in the community.

• Scope

  Strategy & Value Proposition, Visual Identity, Photography, Website Design & Development, Parent Communication System, AI Renderings, On-Going Website Maintenance

• Execution

  We began with an in-depth discovery session with the Friends Board, teachers, and students to understand their current atmosphere, unique values, and vision for the future. Their iconic colorways and hawk mascot remained central, while we refreshed the logo and typography to better reflect their distinct approach to learning.

  With the foundation set, we applied the brand across multiple touchpoints, including a robust site plan for their new website, updated school signage, and AI renderings for a renovated teacher lounge. On-campus photography sessions captured the energy of student life, building a content library for the website. After several design rounds, we launched the updated website alongside The Chalkboard—their new parent newsletter.

  Since launch, we’ve continued our partnership through monthly website maintenance, streaming general council meetings, and managing community updates and Chalkboard notifications, ensuring Taos Charter School’s communications remain seamless and impactful.

• Results & Impact

  The refreshed brand identity, complete with updated logos, typography, brand guide and vibrant visuals, has reinvigorated Taos Charter School’s community. Students, teachers, and families take pride in the new identity, which better reflects the school’s values and mission.

  With the launch of The Chalkboard newsletter and an updated, user-friendly website, parent communications are now more efficient, ensuring families stay informed about resources, events, and updates. Additionally, the new website makes it easier for prospective families to understand the school’s mission, vision, values, and differentiating factors within the local charter school community.

  This renewed focus on connection and storytelling has strengthened Taos Charter School’s reputation as a leading educational institution in the area. By continuing our partnership for ongoing maintenance, community updates, and post-meeting streaming, we ensure their communications remain seamless and effective.es here