Crystal Springs Uplands School
Community, scholarship, and the unbounded spirit of its students are at the heart of Crystal Springs Uplands School’s brand. Mission Minded’s job was to help them convey that brand through new key messages, a redesigned visual identity, and irresistible admissions materials. These communications serve to spark new interest in and enthusiasm for a Crystal education. New photography was one way we helped them bring their brand to life. The images showcase how Crystal champions the individual throughout all facets of student life: academics, athletics, the arts, social life, and school spirit.
Crystal Springs Upland School’s visual identity is more than the sum of its parts. The school’s typeface, color palette, and logo design all complement each other and reinforce the school’s reputation as a unique, welcoming environment for intellectual inquiry. In Crystal’s communications, the color blue represents trust and strength, while white and ivory represent the stately architecture of Crystal’s campus. The classical typeface used in the logo lends the image—and the school—a sense of gravitas and permanence. In the logo, the white arch resembles both a real-life counterpart in a storied school building and a metaphorical portal to learning and growth. Altogether, we’re proud to have designed this visual identity, which associates Crystal with both serious scholarship and self-expression.
For the school’s admissions materials, Mission Minded combined evocative copy, a bold color palate, and original photography, all of which allow audiences to connect with the school emotionally. Crystal commissioned us to direct and produce a photo shoot. Our original, authentic photography highlights Crystal’s distinctive learning environment and diverse student body. In the finished admissions materials, silhouetted images make the subjects come to life and appear interconnected, just as they are in the Crystal community. The interspersed swaths of color show the energy and vitality of the learning environment. The copy we created consists of quotes from students and first-person narrative, also from the perspective of the students. This approach lets audiences see Crystal from the perspective of those who benefit from the school’s approach to education and student life.
With the quiet phase of their capital campaign completed, leaders at Crystal turned to Mission Minded to help create the fundraising case for a successful public phase. Their goal was simple: expand the campus so more students could experience a Crystal education. The outcome would be a place where every student’s brilliance would be nurtured and take flight. With “Building Brilliance” as the theme, Mission Minded developed campaign materials that inspired parents and alumni to readily participate in the campaign—ensuring that brilliant scholarship would abound on the expanded campus well into the future.