The current brand of public education, while an essential public good, also embodies a certain conformity, sluggishness, and one-size-fits-all
approach. A new independent alternative, Lark Skola, needed a unified brand story, a visual language to match, and a distinctive mark that would give families a sense that Lark Skola is no ordinary learning environment.

By developing the school's strategic mission and value system first, the mark and future design collateral could be formed around the these value pillars and the exceptional possibilities of learning on the move.