Movement School

Identity Design

Asset Creation

Web Design

Web Development

Expanding into education is ambitious, especially when your existing brand is rooted in mortgages. Movement needed a school identity that could live on walls, websites, and backpacks, while still nodding to its parent company. The challenge was building trust with families while keeping the brand fun, flexible, and unmistakably its own.

Challenge

Movement was growing into the education space, but their brand hadn’t made the leap with them. They needed more than a logo, they needed a full identity system that could flex across multiple campuses. It had to feel related to the parent company without confusing families into thinking they were signing up for a mortgage. The website also carried a heavy load, serving as both an introduction to prospective families and a resource hub for the ones already enrolled.

Solution

We designed a brand system built for scale. That meant bright, flexible colors, playful custom illustrations, and a type system that could be warm in the classroom but serious in the boardroom. School-specific crests gave each campus its own personality while keeping everything tied to the larger brand. The system extended across signage, murals, mailers, swag, and guidelines, making it easy to implement and consistent at every level.

The website took the same approach: clarity first. We built a platform that delivered what parents needed without making them dig. Culture was front and center, with staff and student stories woven throughout. Behind the scenes, the system was designed to grow as quickly as the schools themselves. The result was an identity that worked as hard as the educators it represented.

Organization Size
7 Locations
Organization Type
Education
Website
www.movementschools.org

7

Campuses

3

States
A scalable system for a growing school network
Red and white yard sign with Movement School logo and text stating a Movement School student lives here, along with application info.
Mailer for Movement School with enrollment invitation, a QR code, school address, bus availability, and a smiling child photo.
Long red cushioned bench below a white wall featuring the word 'MOVEMENT' filled with blue icons and illustrations related to culture, music, and education.
Hand holding a white tote bag with red 'Movement School' logo and text against a red background.
Red and white yard sign stating a Movement School student lives here with logo and website info.
Double-sided school flyer with red and white sections promoting Movement School enrollment, featuring text about tours, busing, and a smiling child photo.
Colorful graphic collage featuring a shoe with the text 'Strong. Brave. One of a Kind.', a backpack, justice scales, an owl with the word 'Wisdom', a pennant with 'CLT', and a horse with the word 'Mavericks'.
Color palette chart showing primary colors in red and teal shades with CMYK, RGB, and HEX codes, and secondary colors in gold, green, red, and blue shades with their respective codes.
White stylized 'M' logo inside a circle on a red background with smaller variations in shades of blue below.
Movement School Brand Guidelines text with a faint horse emblem in the background and a small red circle logo with an M.
Text describing the Gotham typeface as the Movement brand font, highlighting its eight weights, usage in roman and italic, and suitability for headlines or body copy, print or digital.
Movement School logo with a circular M icon to the left and the text 'MOVEMENT SCHOOL' in bold red letters to the right on a white background.
Two rows of typographic logo marks on dark blue background: the first row labeled Freedom Dr with text like 'Untamed since 2017', 'Freedom Drive', 'No. One Movement School', '20208', and a Charlotte NC skyline; the second row labeled Eastland with texts like 'Established 2020', a circular floral emblem, '2 [eight 2 one 2]', 'No. 2 Movement School', and '5249 Central Avenue'.
Twelve red line icons representing education themes including graduation cap, backpack, apple, trophy, award ribbon, notebook, pencil, calendar, certificate, shirt, book with a drawing, and a school bus.
Red cup branded with Movement School holding various pencils on a desk with a blurred open book and person in the background.
Three examples of incorrect Movement School logo usage: changing color, stretching the logo, and adding drop shadows or effects.
Flyer for Movement School South Atlanta pinned on a refrigerator with colorful magnets, featuring information about launching the first Atlanta campus and a photo of three smiling children in school uniforms.
Child holding a red apple with crayons and a blank worksheet on a blue table.A horizontal color palette featuring five vertical stripes in red, dark teal, blue, muted teal, and light blue.
Red outline icon of a graduation cap with a tassel.
Red outline icon of a backpack with a circular logo near the top and a rectangular front pocket.
Simple red outline of an apple with a leaf and stem.
Red line drawing of a trophy with a stylized M on the front.
Red outline of an award ribbon with a stylized letter M inside a circle at the center.
Red outline of a spiral-bound notebook with a circle containing a stylized letter M on the cover.
Red outlined pencil drawing a curved line.
Red outline of a calendar with the number 01 in the top right corner.
Red outline of a document with horizontal lines and a seal or badge at the bottom left corner.
Red outline of a folded collared shirt with two buttons and a circular logo containing an M.
Red outline of a closed book featuring mathematical symbols and a right angle on the cover.
Red line icon of a front view of a bus on a white background.
An Online Hub for Families, Staff, and Community
Aerial view of Northwest Elementary school building with people walking outside on pathways and parked cars nearby.
Five smiling children wearing red polo shirts with Movement School logo stand with arms around each other.
Three smiling schoolchildren in red shirts and gray vests standing outdoors in front of a glass door.
Movement School webpage section titled 'Why Movement' describing personalized learning and amazing teachers with light bulb and graduation cap icons.
Smiling woman with long hair wearing a red jacket and black Movement shirt, alongside a quote by Kerri Ann T. Thomas, CEO, about individuality.
Digital rendering of Northwest Elementary school building with people walking outside on a sunny day.
Five smiling children in red school uniforms standing arm-in-arm under the Movement School logo.
Movement School Freedom Drive campus building entrance decorated with colorful balloons and people gathered outside.
A smiling young boy in an orange soccer jersey stands next to a smiling man in a red Movement School t-shirt and backwards cap at an outdoor event with chairs and people in the background.
Timeline titled 'A Little History Lesson' showing Movement School milestones from 2017 to 2019 with images of the school building, classroom activities, and an architectural rendering.
Outline of city skyscrapers with icons of a hot air balloon, pencil, light bulb, and scientific molecule to the left; text to the right reads Mission statement of Movement School, a public charter school system in Charlotte, NC.

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Chelsea Pagliuca
Amanda Mangiarelli
Taylor Foxx
Ben Visser
Jesse Shoffstall
Adam Phillips