Turn a label inside out.
A brand is more than a logo. It is a chance to help people learn something new — to educate rather than merely label. For Mirman School, we envisioned a flexible identity that shifts how people think about the school by reversing misconceptions about highly gifted children. It gave Mirman compelling new ways to talk about itself and the students it serves. Turning a label inside out, we've found, can reveal profound truths and lead to fresh understandings.