The most important aspect in the development of the brand identity for Western North Carolina’s first STEM (Science, Technology, Engineering, Math) high school was a series of focus groups we conducted with the school’s target audience: middle schoolers. Their insights and preferences informed our design and color choices. While simple, the design is rich with metaphors, most notably about the power of connectivity. And, ultimately, that’s the goal of this school: to unite community, curriculum and careers.
