Though a remarkable experience, Turning Point School had yet to be defined in a proprietary way. We helped the Culver City school assess how to leverage its history, philosophy, pedagogy, and ever-improving curriculum in order to anchor its brand — proclaiming a distinct space and owning it. Our many conversations around positive psychology and scientific evidences brought out the school’s new themeline: A Positive Equation for Achievement. The brand visual language graphically portrays dopamine, endorphins, and seratonin — the students’ state of flow. The brand identity highlights 32 foundational elements to create a unique positive equation that drives each student's experience from their very first of preschool until their eighth grade graduation.
"It has been poignant and powerful to see how quickly and creatively our new brand is being embraced internally. Even just a few short weeks into the school year, our teachers frequently stop me in the hallways to ask for iterations of the “positive equation” that they can use in their classrooms, on bulletin boards, and as a way to visually communicate goals with students and parents. Our community has not only bought in to the new brand system, but has embraced it enthusiastically. This is a true testament to DISTINC's talents in surfacing the incredible aspects of Turning Point in a way that is unique, bold, yet absolutely genuine to who we are as a school.”
— Courtney Baker, Director of Communications and Marketing at Turning Point School