CAPS Collaborative Branding
"This rebrand is really helping our target audience understand that we are a warm and welcoming alternative school vs. a cold institution that the old logo seemed to portray.
Justin
Role: Designer
Project Details: CAPS Collaborative is an alternative school offering specialized services for underserved student populations. Established in 1975, they had come to be known strictly for servicing the educational needs for behavioral students, though their services reached far beyond that. Wanting to project a less “institutional” image and more of a friendly, welcoming brand that depicted their ultimate goal—helping students meet their true potential—they came to me for a complete brand overhaul.
In addition to a logo design, I developed a secondary color palette to help them identify each program by color. To date, I’ve helped this client create a variety of marketing assets including identity design, interior and exterior signage, brochures, vehicle graphics, promotional products and press releases.
Notable Results: Since the rebrand, they’ve worked to grow their programs tremendously while continuing to project the image of an inclusive, friendly school. It’s been anecdotally noted that students are now proud to say they go to CAPS. In fact, a recent acquisition of a deaf and hard of hearing school, proved this point as the students immediately asked for the CAPS logo so they could display their new school pride and at an upcoming event.