The strongest brand I have worked on belonged to a school with a one-page style guide and no brand book.

In schools, every communication we send that isn't directly about the recipient or the recipient’s child is a small withdrawal from the finite attention we rely on from families.

If we find ourselves answering the same questions over and over, especially questions that are out of step with our missions, we can use in-house expertise to answer them differently. Reframing the question is often more persuasive than answering it.

Introducing Red Pen Strategy