The major shift in the rebrand for The Blake School was taking “school” out of the wordmark. That move inspired an ad campaign that started with one line: “School is an understatement.”

Minneapolis’s academic powerhouse for students in PK through Grade 12 had earned a reputation for excellence that warranted a subtle, confident, and sophisticated redesign. A white-on-Blake-blue ad series and viewbook cover stood out for their simplicity against a visually busy competitive landscape.

The admission branding translated into a web rebuild in collaboration with Finalsite, which incorporated the ads and implemented the new brand toolkit to complement the print work. Blake has updated its website since, but the foundational brand toolkit and alumni magazine have continued to serve Blake’s needs for going on a decade.