Bedford Stuyvesant
New Beginnings
A comprehensive brand identity system designed to unify every touchpoint — from digital enrollment campaigns to campus signage — ensuring consistent, premium representation.
Why Brand Identity
Matters
Authority
More than a decade of deep roots in Brooklyn's Bed-Stuy. A K-11 model with two certified teachers in every classroom, THRIVE values as operational commitments, and robust STEM, arts, and athletics — all at zero cost to families.
Retention
No out-of-pocket costs, free after-school care, and siblings staying together in one building K-11. When parents trust their child is safe, challenged, and genuinely cared for — they do not look elsewhere.
Growth
Bed-Stuy families want rigorous academics that still feel like home. With 50 seats available across multiple grade levels, word travels fast when a school offers two teachers per class, free after school, robotics, drama, football — and no fees of any kind.
Positioning &
Strategy
Bedford Stuyvesant New Beginnings Charter School is the only K–11 community school in Bed-Stuy where every child is fully included, every family pays nothing out of pocket, and every student is prepared to thrive academically and as a confident, capable citizen of the world.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
No Cost to You
Tuition, after-school, and every enrichment opportunity are completely free to all families.
Two Teachers, One Mission
Every classroom runs with two certified educators so your child always has support.
One Building K Through 11
Your family grows with us from kindergarten through 11th grade without ever starting over.
The Whole Child, Every Day
Academics, social-emotional learning, STEM, arts, and sports — all part of your child's daily experience.
Logo &
Identity
Primary — Horizontal with Name
Symbol Only — Dark Background
Maintain space equal to the logo mark height on all sides — never crowd the mark.
Never reproduce below 80px digital or 1 inch in print to ensure full legibility.
Do not stretch, rotate, recolor, or apply effects. Always use approved files only.
Color
Palette
Typography
- Headings and titles at weight 700–800, 48px / 65px line-height
- Minimum 18px digital / 24pt print
- Pair with Encode Sans body at lighter weight
- Body copy at weight 400–500
- 1.65–1.7 line-height for readability
- Weight 600 for emphasis — never italic in brand communications
Imagery
Direction
Academic Excellence in Action
Students actively engaged in STEM — hands on robotics, 3D printing, coding, esports. Prioritize natural lighting and candid moments over posed photography.
Campus Culture & Community
Diversity and energy of Bed-Stuy campus life — sports, arts performances, family engagement. Images should reflect authentic joy and belonging.
Voice &
Tone
Warm and Affirming
We speak to families the way a trusted neighbor would — with honesty, care, and genuine respect for their journey.
Confident and Clear
We say what we mean and back it up with real programs, real results, and real community commitment.
Inclusive and Grounding
Our language never excludes, never talks down, and always reflects the full diversity of the Bed-Stuy community.
Ambitious Without Pressure
We hold high expectations for every student while making clear that support, not stress, is how we get there.