Client: Villa Academy
Location: Seattle, Washington
Project: Voyagers Brand Identity System
Villa Academy has established itself as a premier private educational institution in Seattle, Washington, providing a comprehensive approach to education that integrates rigorous academics with character development and leadership skills. With a storied history dating back to 1903, the academy has built a reputation for excellence in preparing students for academic success while fostering personal growth and community engagement.
Despite its strong educational tradition, Villa Academy’s visual identity had not evolved to reflect its progressive educational philosophy. The existing brand elements appeared dated and fragmented, lacking the sophistication expected of a premier private institution and failing to resonate with prospective families in Seattle’s competitive private school landscape.
Through extensive collaboration with school leadership, faculty, board members, and parent representatives, we established several key objectives for the rebrand:
- Create a distinctive Voyagers identity that embodies the school’s ethos of exploration and discovery
- Develop a sophisticated visual system that reflects the premium nature of Villa Academy’s educational offering
- Design brand expressions that resonate with discerning Seattle families
- Build a cohesive identity system that unifies communications across all touchpoints
- Establish a visual language that distinguishes Villa Academy in the private education market
- Honor the school’s Pacific Northwest heritage and connection to Seattle’s maritime culture
Strategic Approach
Our discovery process included stakeholder interviews, competitive analysis of peer institutions, and immersion in Villa Academy’s educational philosophy. Several key insights emerged that guided our approach:
- Villa Academy’s location in Seattle creates natural connections to maritime themes and the region’s rich nautical heritage.
- The “Voyagers” name offered rich symbolic territory, representing:
- Journey of discovery (educational exploration)
- Navigation and guidance (mentorship)
- Purpose and direction (values-based education)
- Community and teamwork (collaborative learning)
- Private school families in Seattle value both tradition and innovation—seeking educational environments that balance established excellence with forward-thinking approaches.
- The school’s proximity to Puget Sound and Lake Washington creates meaningful connections to local marine life, particularly the iconic orca whale.
These insights led to the strategic decision to develop an identity centered around an orca whale mascot—a powerful symbol that connects the school to its Pacific Northwest surroundings while embodying intelligence, community, and strength.
Design Development
Mascot Creation
The Voyagers identity features a stylized orca whale emerging from dynamic waves, integrated with symbolic elements that reflect both maritime heritage and educational excellence:
- The orca is rendered with clean, contemporary lines that maintain sophisticated simplicity
- The whale’s form incorporates subtle nautical elements, including compass-inspired directional markers
- The wave pattern suggests both water and continuous movement/progress
- The composition balances tradition (classic shield framework) with modernity (clean graphic styling)
The color palette centers on navy blue, aqua, and gold—colors that connect to maritime themes while creating a distinctive presence in the educational landscape. Navy provides institutional credibility, aqua adds distinctive character, and gold accents convey prestige appropriate for a premier private academy.
Brand System Elements
The comprehensive identity system includes:
Primary Identity Suite
- Main Voyagers logo with integrated orca mascot
- Secondary marks and simplified versions
- Villa Academy wordmark variations
- Stand-alone orca for specialized applications
Supporting Visual Language
- Wave pattern system for branded backgrounds
- Nautical graphic elements for supporting communications
- Custom typographic treatment for “VOYAGERS” applications
- Photography style guide emphasizing exploration and discovery
Application Systems
- Admissions and recruitment materials
- Academic communications
- Athletic program applications
- Development and advancement collateral
- Campus signage and environmental graphics
- Digital expression guidelines
Read our Ultimate School Branding Guide.
Everything you need to know to create a kick-ass school brand that creates results.