Hopkins Public Schools

A fresh new look for a visionary school district.

Hopkins Public Schools is on a quest to redefine what it looks like to deliver a world-class education by 2031. They asked us to help them evolve their brand identity and marketing communications to present the district in a manner that supports its bold vision.

We developed a foundational brand strategy and messaging platform to help Hopkins tell their impressive story to current and prospective families, community members, staff and students. The visual identity system reflects the diversity and vitality of the district with a modular, icon-based approach to design. Information hierarchy and color coding make it easier for audiences to distinguish between district, school and Community Education communications. Guidelines and templates enable consistent implementation in everything from social media, website and print to video and motion graphics.

Brand Architecture


Brand Strategy


The design palette—a library of images, icons and patterns—help express the voice and vitality of the district across all communications.

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Robust market research enabled us to better understand and connect with current and prospective students, families and staff.

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We could not be happier with our new branding, which has been instrumental in bringing together all aspects of our organization in a way that is fresh and exciting.”

The flexible visual identity system illustrates both the cohesion and diversity of the district—each school, program and group can fit within the Hopkins visual system while standing out as its own identity.

We designed an inspirational lookbook to showcase how to bring the brand to life within a consistent framework.

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