Brand Strategy
Created a brand strategy and identity framework that aligned visual design, messaging, and communications while reinforcing The Landing School’s mission and values.
Overview
As Director of Admissions and Marketing at The Landing School of Boatbuilding and Design, I led the development of the institution’s first comprehensive brand identity guidelines. The project was designed to create consistency across admissions, marketing, digital communications, social media, and institutional materials while strengthening the school’s visual identity and messaging.
The Challenge
Like many small institutions, The Landing School had evolved over time without a centralized set of brand standards. Visual elements, messaging, and communication practices varied across channels, making it difficult to present a unified identity to prospective students, alumni, donors, industry partners, and the broader community.
My goal was to create a practical framework that would support brand consistency while reflecting the school’s mission, values, and unique position within the marine industry.
Project Role
I researched, wrote, and designed a comprehensive brand guidelines document that established standards for:
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Brand positioning and messaging
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Brand personality and voice
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Logo usage and governance
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Color palette and typography
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Accessibility best practices
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Digital and print communication standards
Approach
The foundation of the project was defining who The Landing School is and how it should communicate with its audiences. I established a brand personality centered on authenticity, community, craftsmanship, and support, and translated those attributes into a voice that is approachable, confident, encouraging, and professional.
Beyond visual identity, I incorporated accessibility considerations aligned with ADA and WCAG principles, ensuring future communications would be more inclusive and user-centered.
Outcome
The resulting brand guidelines provided a clear framework for maintaining consistency across marketing and institutional communications. While the guidelines were not fully implemented, they established a strategic foundation for future brand stewardship and growth.
The Landing School of Boatbuilding and Design
Founded in 1978, The Landing School of Boatbuilding and Design is a nonprofit trade school in Arundel, Maine, dedicated to preparing students for careers in the marine industry. Through immersive, hands-on diploma programs in wooden boatbuilding, composite boatbuilding, marine systems, and yacht design, the school combines traditional craftsmanship with modern innovation. With a close-knit community and strong industry connections, The Landing School has built a reputation for helping students develop the technical skills and confidence needed to launch successful careers.