Brand Identity Design
BPAA was chartered in the 1970s, establishing itself as an organization committed to representing the interests and voices of school-based administrators in Broward County, the 6th largest school district in America. It has now grown to more than 500 members
The overall strategic direction for the rebranding of BPAA is aimed at encapsulating its core values, history, and mission into a cohesive, modern, and impactful brand identity that speaks to both current and potential members. It is important that the rebranding, messaging, and website design are elevated but still retain the association's prestige and recognizability within the educational community.
The Caregiver archetype is characterized by a desire to help, support, and care for others, much like what BPAA strives to do for school-based administrators. They serve to protect and assist, often advocating for those who may not be able to do so for themselves. The core driving force of this archetype is offering service, protection, and nurturing.
Authoritative, supportive, inspirational, professional, passionate, and advocative