As the Brand Director on the 2012 Summer Academy event team, I was responsible for designing the event book and other collateral for this week-long training conference. It is always a challenge to bring something fresh to an existing brand that helps it evolve but doesn't destroy its essence. It is even more difficult to visually stand out as a nonprofit in the education sector, especially when it is so easy to resort to classic images of school supplies and chalkboards.
Although classrooms are becoming increasingly digitized, I still think the classic impression of school is grounded in the tangible: the wooden texture of pencil shavings, the unique shadows cast by a stack of papers, the gradient of light on a page of an open book. For this year's Academy theme, I used large splashes of bright colors and textures to replicate that bright, tangible feel.