The Insight
Through Mission Minded’s deep study of the market and our expertise in school branding, it became clear that Marin Academy’s progressive approach was being misunderstood. The school had historically prioritized “experience” in their communications over academic rigor, leading to a misperception that the program lacked academic challenge. In trying to correct that, Marin Academy lost focus on its progressive identity, leading to muddled messaging that tried to appeal to everyone instead of boldly embracing what made them unique and more valuable than other options. This confusion left prospective families unclear about what Marin Academy offers that students can’t access elsewhere, especially when compared to more traditional but equally rigorous schools
The Journey
Mission Minded rebranded Marin Academy as an unapologetically progressive school that challenges conventional thinking, offering an education that stretches all facets of the mind. The admissions campaign, “Everything is a question,” emphasizes the school’s commitment to preparing students for an unpredictable future, where asking the right questions is as, if not more important than, finding answers. A full visual identity redesign used dynamic triangles to represent diverse perspectives and the bold, stable environment that supports the school’s progressive approach. The admissions video, featuring thought-provoking questions, encapsulated the inquisitive culture of the school.
The Impact
The rebranding not only led to Marin Academy’s strongest admissions seasons in history, with wait-pools that persist today, but also sparked a deeper internal transformation. The school gained a much clearer understanding of its progressive identity, enabling it to make programmatic, policy, and operational decisions that were more closely aligned with its founding vision. This newfound clarity empowered the school to move forward with confidence, knowing that every decision—from classroom approaches to faculty hiring—was in service to its unique mission.
Every single penny that we have spent with Mission Minded has been doubly worth its value. It is astoundingly good work.
Travis Brownley, Head of School, Marin Academy