Identity redesigned by Lucid Brands, to launch August 2006
You probably have not yet heard of Starshine Academy, a
one-unit charter school organization based in Phoenix, Arizona.
But its founder, social entrepreneur Tricia Adams, is determined
to make it a nationwide movement, whose mission is to create
transformation via small schools in at-risk communities.
Consultant Scott Lerman (formerly of Siegel+Gale and
Enterprise IG) came to know of Starshine as a classroom branding
assignment, while serving as a visiting lecturer at the
Thunderbird business school, and offered to improve the brand's
rather primitive presentation of its (brilliant) name.
The current mark was a stab at "reaching for the stars." But
Lerman heard the Starshine people talking about "spreading the
Starshine effect," which brought to mind the image of a sower
of seeds. On an old magazine cover, Scott found an exuberant
Johnny Appleseed-type character in full stride. He made a sketch,
replacing the seeds with stars, and recruited the gifted identity
designer Joe Fino (Finocchiaro) to make the image work better for
Starshine. Below, you'll see Lerman's notes on this task.
Lerman also recruited service contributions from Corebrand, from
signmakers Colite International and Web designers Kline Interactive,
and "others I've yet to call. People have been very giving. It just
shows you what our community can accomplish."
The market value of these contributions (positioning, identity
program, signs and site, capabilities brochure and print literature
system), "easily $300-450k's worth in my previous firms." A nice
boost for Starshine.
For Starshine Academy: Tricia A. Adams, Founder and CEO
Identity counsel and design: Lucid
Designer: Scott Lerman, Creative Director, assisted by
Refining the rough sketch