Freedom to Choose Schools (Choose Schools) champions fair access to quality school options across the country, especially for Black and Latino families. But after a half decade of growth, they found that their original name — Freedom Coalition for Charter Schools — and visual identity no longer captured their full mission. They engaged Additive to help create a more expansive core identity.
Key Deliverables
First, our content and design teams led strategic conversations with key stakeholders to align on challenges and goals for a potential new name and visual system. While Choose Schools hoped to retain the recognition they’d earned to date, they sought a more energizing name that could be shortened without an acronym. Most importantly, they wanted their evolved name and identity to better reflect their full mission: supporting access to all quality school options, not just charters.
The logo and visual identity had to be user-friendly and easy to apply across print and digital contexts. It was also important for Choose Schools to stand out as a bold force in their landscape of partners and peers, with the ability to flex across a tonal range from passionate to professional.
With this strategy in mind, Additive presented a naming point-of-view, assessing the opportunities and considerations that came with retaining, evolving and reimagining their name. Once the new name — Freedom to Choose Schools — was finalized, Additive brought it to life in the visual identity.
We designed visual directions that exude the energy and dynamic spirit of Choose Schools’ work elevating voices and expanding choices. That looked like logo options and graphic elements that convey upward momentum, as well as bold approaches to typography, invigorating color palettes and more.
Choose Schools is using the brand guidelines we developed to update their digital presence, from their website to social media. The team is energized and excited that their name and visuals reflect their expanded mission while creating a unified look and feel across digital and print platforms. Choose Schools’ new brand will take them into the next chapter of their advocacy for quality education for all.
