A full brand identity for a professional education organization

project inclusions:

Brand Strategy
Brand Identity Design
Collateral Design
Brand Messaging
Copywriting
Website Design

about the brand:

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

PROJECT GOALS:

Strengthen the brand narrative
Modernize the visual identity
Enhance digital presence
Clarify messaging and communication
Incorporate purpose-driven initiatives

tagline:

CREATIVE DIRECTION:

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.

Empowering leaders, shaping futures

brand TONE AND DIRECTION:

Progressive
Modern
Dynamic
Professional
Vibrant
Energetic
Accessible
Authentic
Forward-thinking
Inspiring

Balanced
Structured
Clean
Streamlined
Innovative
Trustworthy
Bold
Engaging
Efficient
Sophisticated

WEBSITE LINK:

BRAND ARCHETYPE: the caregiver

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.