Brand Journey

Crosstown High

Branding, Identity System, Collateral, Website, Apparel, Environment

Designing their future.

Before the first class walks its halls, Crosstown High charts a course to reinvent education in Memphis.

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Set across two floors of Crosstown Concourse, Crosstown High is set to open in Fall 2018.

In preparation for its first class, we were tasked with combining the vertical urban village aesthetics of Concourse with a school mission based in experience and exploration.

To create the color palette, we combined past, present, and future: the green of the Sears hoppers throughout the old building, the orange and navy of the current Concourse branding, and the silver of the night stars, representing exploration of the unknown and the excitement of discovery.

 

 

stationery / print collateral

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An X motif was woven throughout the art direction to illustrate the school’s emphasis on intersecting
pathways and the literal abbreviation of Crosstown High: CXH.

 
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INTERACTIVE DESIGN

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SIGNAGE

 

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SPIRIT WEAR

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Inspired by the Sears employee service badges of yesteryear,
we created a timeless crest and iconography that will serve Crosstown High
across all its sectors for decades to come.

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