Russian School of Mathematics Rebrand
Art Direction | Brand Identity | Photo Shoots | Print & Digital | Project Management | Vendor Management | Budget Management
The Russian School of Mathematics (RSM) is a k-12 afterschool math enrichment program with over 75 locations and 60,000 students. With only minor brand updates in their 20 years of existence, RSM was in need of a brand refresh. This included fonts, colors, iconography, photography, marketing materials, a new website, signage, and window graphics. Partnering with photographers, designers, web developers, and vendors, I art directed all aspects of the rebrand.
Results: Hugely positive response, increased enrollment rates, leads, and website traffic, decreased turnaround times, and consistent quality across all brand touchpoints.
Classroom Photography
We wanted to maintain a sense of authenticity with the photography. Many people hear about RSM through word-of-mouth, and we wanted the photos to reflect this tight knit community. To achieve this, we photographed actual RSM students and teachers in their classrooms. I managed the project from start to finish, which involved sitting in on classes at different locations, researching photographers, creating mood boards and a detailed shot list, managing the budget, getting media releases signed by parents, and editing the final photos.
Studio Photography
Still showcasing actual RSM students, we brought a select few into a studio to photograph isolated from their environment.
Print Materials
With over 75 locations, RSM needed marketing materials to include location-specific contact information, as well as photos that matched specific demographics. To do so, we partnered with Vistaprint Corporate Solutions to create a template based platform in which each school could input their specific information and choose from a variety of photos. I implemented and maintained this vendor relationship, resulting in over 100 branded templates for schools to choose from, significant time saved by the internal design team, decreased turn-around times, and consistent quality of materials.
Website
Partnering with an external agency and collaborating with the executive team, I provided creative direction and feedback on all phases of the website redesign.
Signage & Windows
RSM’s 75+ locations’ exterior signage and window graphics were inconsistent. Each location used a different print vendor, resulting in different designs, as well as color and quality inconsistencies. In order to maintain consistency and compliment the rebrand, we redesigned the building signage, and sought out and implemented a national signage vendor. I led this project from start to finish, resulting in decreased turnaround times, a streamlined signage process, and consistent brand recognition and quality.
Credits
Art Direction: Margaret Metzger
Copy Writing: Masha Gershman and Swetha Valas
Photography: Steph Stevens
Web Development: Metajive
Signage Vendor: Rise Above Signs