Creativity
Communication
Culture
YANCEY
Date
From February 2015
To August 2016
My Role
Lead Designer
Brand Manager
Creating a lasting international school brand that bridges cultures and generations
Challenge
As the founding creative lead at KnowledgeLink in Boston, I was tasked with leading the brand development for its first full-scale international school in China: KL International School of Chongqing Bashu. The challenge was to strike a balance—maintaining consistency with KnowledgeLink’s global identity while crafting a unique, locally resonant brand that would appeal to diverse stakeholders: students, parents, educators, and local officials.
Process
I developed a comprehensive brand system from scratch, starting with research into the cultural, educational, and political context of Chongqing. Drawing inspiration from both East and West, I crafted a visual identity that blended academic prestige with warmth and accessibility. I created the full suite of assets—logo, color palette, typography, tone of voice, and graphic system—then applied it across all touchpoints: website, social media, stationery, signage, school uniforms, exhibition booths, and even the campus environment. The brand was designed to be scalable and adaptable for future needs, with clear guidelines for long-term use.
Result
The branding positioned the school as a trusted, forward-thinking international institution—and it worked. The visual identity has stood the test of time and is still used today across communications, materials, and spatial design. KL International School of Chongqing Bashu remains one of the flagship partnerships in KnowledgeLink’s portfolio, and seeing the brand live on in classrooms, campuses, and digital platforms continues to be one of my proudest professional achievements.
Next project
KnowledgeLink
Launching a global education brand built for connection, clarity, and cross-cultural impact
Creativity Communication Culture