— ROLE
Copywriter
— TYPE
Branding, Social Media, Web, Positioning, Messaging, Merch
— TEAM
CD/AD: Steven Dewitt
ECD: Bennett Halloway Smith
I might have been more of a legit smart person rather than a smartass if I went to a school like this.
Anyway, a tuition shakeup almost turned Lumin into just another stuffy, expensive school cliche. But Montessori is an incubator for tiny, brilliant humans with relentless curiosity.
We ditched the cookie-cutter academic branding to build a bold, inclusive identity that stakes a permanent claim: Lumin is a basecamp for explorers.
Some schools have mascots. I wanted Lumin to have something original: Luminauts. And since Lumin’s pedagogy encourages exploration, it felt right to capture that mindset. Luminauts explore their world.
Parents could find what they need on the website (forthcoming), anything from Lumin’s mission to a more exact definition of Luminaut.
Lumin’s primary “advertising” method is Facebook. A little "Okay, Boomer," but social is a must-have.
Parents pick a school based on the merch, don’t they? But seriously, prospective and current Lumin families needed ways to show their pride.