Rebranding a Berkeley institution where music and learning meet
For more than 40 years, Crowden School has been a Bay Area landmark—a K–8 school and community hub where music and academics come together to shape confident, creative thinkers. But as the school evolved, Crowden needed a refreshed identity that honored its heritage while speaking to a new generation of families.
VISUAL IDENTITY
The new mark draws from Scottish monograms—a subtle tribute to founder Anne Crowden—and the expressive shapes of classical music notation. Its woven lines suggest melody and structure, individuality and ensemble—an emblem of the school’s unique approach to learning.
BRAND POSITIONING
Belmondo partnered with Crowden to rediscover and rearticulate what makes the school so special. Together we developed a new brand position that unites two worlds—music and academics—into a single, powerful idea: learning in harmony. This became the foundation for a fresh identity and voice that honors Crowden’s history while looking boldly to the future.
DIGITAL STRATEGY
To carry the brand forward, Belmondo built a digital marketing strategy spanning SEO, paid search, and paid social.The results were immediate: higher engagement, stronger awareness, and more families discovering what makes Crowden’s education extraordinary.
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