Nature-Based Education, Reimagined Through Strategy and Design
Project Overview
Objective:
Living Education Academy set out to create a brand that reflects the freedom, curiosity, and grounded confidence of nature-based learning. The founders needed a complete identity system, brand strategy, and go-to-market plan to launch Utah’s first holistic outdoor academy for children ages 6–14.
My Role:
Creative Director and Brand Strategist overseeing research, identity design, tone development, and go-to-market execution.
Deliverables:
- Brand Strategy Blueprint
- Visual Identity System (logo, typography, color palette)
- Brand Voice & Messaging Guidelines
- Go-To-Market Strategy for September Launch 2025
- Audience Persona Development & Positioning Framework
- Survey Testing for Logo Selection
Challenge
The founders had a strong mission but no cohesive visual or verbal identity to express it.
They needed to bridge two worlds — academic credibility and outdoor authenticity — in a way that resonated with millennial mothers seeking alternatives to traditional education.
The challenge was creating a brand that felt professional enough to earn trust yet natural and free-spirited enough to feel human and real.
Approach
I began with discovery interviews, competitor research, and audience research, mapping the motivations and concerns of homeschool families across Utah County. Insights showed a deep desire for freedom, emotional growth, and meaningful community experiences — especially among mothers aged 25–35 who prioritize intentional parenting and connection with nature.
From there, I built a comprehensive brand framework anchored around the idea that “the best classroom has no walls.”
This became the philosophical and creative core of the brand.
Strategy Development
Positioning:
A holistic outdoor learning academy blending academic enrichment, character development, and community building.
Unlike traditional schools or unstructured playgroups, Living Education Academy stands at the intersection of education, exploration, and emotional intelligence.
Audience Persona:
The Conscious Mama — millennial and early Gen Z mothers seeking balance between structure and freedom. They value curiosity, mindfulness, and real-world experiences that shape resilient, confident children.
Voice:
Grounded, warm, and empowering.
Speaks as a guide, not a guru, using nature metaphors and simple, evocative language that feels approachable and wise.
Creative Direction
Logo Design:
I created multiple design directions and conducted a community logo survey to validate which concept resonated most with the target audience. The final horizontal lockup paired with a circular badge communicates growth, continuity, and connection to the land. The rolling hills graphic element adds visual rhythm and a sense of place.
Typography:
- Kind Avenue Regular for titles: approachable, modern, and confident.
- WildRustic Script for short headlines: expressive and personal, adding a human touch.
Color Palette:
- A blend of sage green (#9D9D28), warm clay (#DD6E42), and soft sand (#D5C478), inspired by Utah’s desert and mountain landscape.
- The palette balances calm earth tones with an optimistic energy.
#9D9D28
#DD6E42
#D5C478
#4F6D7A
Voice and Messaging
I developed a set of messaging pillars to guide the tone across the brand’s communications, from parent outreach to website copy.
Core Messaging Pillars:
- Nature as Teacher – “The best classroom has no walls.”
- Whole Child, Whole Life – “We nurture the head, heart, hands, and health.”
- Freedom with Responsibility – “Children learn best when they are free to act and trusted to grow.”
- A Place to Belong – “We are building more than learners. We are building community.”
Each message connects the brand’s emotional promise with practical educational outcomes.
Go-To-Market Strategy
To prepare for launch, I built a grassroots marketing plan designed for visibility within homeschool and parent communities across Northern Utah County.
Key Tactics Included:
- Facebook and Instagram community engagement
- Partnerships with libraries, local nature centers, and homeschool co-ops
- Referral incentives for founding families
- Story-driven social content that highlights real moments of outdoor learning
This approach positioned Living Education Academy as both a brand and a community movement, earning early credibility through authentic engagement.
Outcome
Through a unified creative and strategic process, Living Education Academy now has a clear foundation for growth.
The brand communicates more than education; it expresses a philosophy rooted in freedom, curiosity, and connection.
Reflection
This project demonstrates my ability to align creative storytelling with operational strategy. Every step, from research to logo validation, was intentional and evidence-driven. The result is a brand that feels both meaningful and market-ready.
