The Leffell School is an independent K-12 Jewish day school in Westchester County, New York. For more than fifty years, the school had been known as the Solomon Schechter School of Westchester.
Our challenge was to design the new logo to represent the school into the future as an independent institution, while honoring a commitment to its past and distinctive set of Jewish values and principles.
The Leffell School’s logo integrates modern typography with a custom-drawn symbol of the eternal flame. The school’s historic proverb “to learn and to teach, to observe and to act” was included in Hebrew for continuity with the past.
We created a short teaser video to introduce the new logo on social media.
We promoted the school’s messaging “New Name, Same Heart” with print ads designed for placement in key publications.
After the new identity was widely recognized by their communities, we launched a new campaign based on The Leffell School’s commitment to “Innovation and Timeless Values.” We commissioned photography to showcase their two idyllic campuses.
At the end of the year, we designed The Leffell School’s annual report to donors. It boldly presents the new logo while also emphasizing the school’s six core values. The brochure features a wheel chart on the cover that turns to reveal each one.