Not all houses should look the same

In May, Jess attended AIGA Boston’s Inside the Designer’s Studio, featuring Paula Scher. Scher is a principal at Pentagram, an international design consultancy, and well-known in the industry; she’s developed identities and worked on projects for a broad range of clients, including The New York Times Magazine, Perry Ellis, the New York Botanical Garden, Tiffany & Co. and The Daily Show with Jon Stewart, among others.

Scher told many stories—about her life, childhood, inspirations, work and career—but one in particular resonated with us. As a kid, after moving with her family to a new town, Scher got lost in her neighborhood and couldn’t find her own home. The reason for this, she said, was that all of the houses looked exactly the same. After this experience, she vowed that in the future, she would see to it that all of her creations were unique.

We strive to do the same with our clients. Each school is different, complete with its own unique character—which is why its brand should be unique, too. It’s vital to differentiate your college, university or independent school. If you don’t, like young Scher, your school will be lost in a sea of competing brands.