Mid-Peninsula High School
A bold rebrand helped Mid-Peninsula High School show up with the same confidence and individuality it encourages in its students—giving a longtime Bay Area school a more distinctive story and visual identity.
Sector
Deliverables
Marketing Materials
Visual Identity
Lost in the crowd.
In one of the most academically pressured regions in the country, Mid-Peninsula High School offers a refreshingly different experience: a radically inclusive community where students are known, supported, and encouraged to aim higher.
The problem? Almost nobody knew about it
Mid-Pen was still relatively unknown in a crowded Bay Area independent school market, and its identity felt more conventional than the school itself. The messaging emphasized support without fully conveying the expectations, individuality, and possibility that are equally important to the Mid-Pen experience.
Identifying the missing piece and magnifying it.
Mid-Pen didn’t need to look or sound like every other independent school to be taken seriously. Its difference was an advantage: a school that knows students deeply, understands that people learn differently, and believes support can help students reach higher.
The brand needed to own that idea with more confidence.
Going on the path of rediscovery.
Through stakeholder interviews, community surveys, workshops, and time on campus, we helped Mid-Pen sharpen its brand strategy and develop messages that better reflect the school: radically inclusive, unconventional, warm, and confident in what students can do.
Then we brought that confidence to the visual identity. We reimagined Dungee, the school’s dragon mascot, as a more spirited, expressive figure who literally breaks out of the shield. Bold red, expressive typography, custom patterns, and a flexible logo system created an identity with more energy, personality, and unmistakable Mid-Pen character.
A school that knows what sets it apart.
The result is a brand that finally matches the school—bold, warm, and unmistakably Mid-Pen.
From the messages to a dragon breaking out of its shield, Mid-Pen now has a brand that feels comfortable being exactly what it is.
