Client: Poinciana Academy of Fine Arts (PAFA)
Location: Kissimmee, Florida
Project: Star-Themed Arts Identity
School Type: Elementary School (Fine Arts Focus)
School District: Osceola County School District

Poinciana Academy of Fine Arts (PAFA), located in Kissimmee, Florida, is a specialized elementary school fostering young talent in fine arts while maintaining academic excellence. As part of the Osceola County School District, PAFA provides a unique educational experience where students receive both strong academic foundations and specialized instruction in various artistic disciplines, including visual arts, music, dance, and theater.

The school approached our agency to develop a distinctive brand identity that would reflect their arts-focused curriculum while establishing a memorable presence within the district’s educational landscape. The identity needed to communicate artistic excellence and creative expression while maintaining the institutional credibility expected of an elementary educational institution.

Through strategic consultation with school administration, arts faculty, parent representatives, and district fine arts coordinators, we established the following objectives for the Poinciana Academy of Fine Arts brand identity:

  • Create an elevated, artistic visual identity centered around a star motif representing excellence and performance
  • Develop a sophisticated visual system that communicates both creativity and academic rigor
  • Design a versatile brand that functions effectively across various artistic disciplines and traditional academic contexts
  • Establish a rich purple and gold color palette that creates immediate recognition and artistic associations
  • Build a cohesive identity that positions PAFA as a premier arts education destination
  • Create a system that balances elementary approachability with artistic sophistication

Strategic Approach

Our research into specialized arts education branding revealed the importance of creating identities that elevate the institution while remaining accessible to elementary-aged children. The visual system needed to project artistic excellence and creative expression while maintaining the educational structure expected by parents and the community.

The star and shield motif was selected as the central identity concept for several strategic reasons:

  • The star symbolizes excellence, performance, and the spotlight of artistic achievement
  • The shield framework provides institutional credibility and traditional educational associations
  • The combination creates a balanced representation of both artistic excellence and academic foundation
  • The theatrical masks, musical notes, and artistic elements represent the various disciplines
  • The “We Are All Stars” tagline reinforces both artistic achievement and inclusive community

The color palette of rich purple and bright gold was strategically chosen to:

  • Project creativity and imagination through the dominant purple
  • Add warmth and achievement through the complementary gold
  • Create strong contrast for maximum visibility across applications
  • Establish immediate associations with performing arts and excellence
  • Differentiate PAFA from other elementary schools in the district

Design Development

Identity Creation

The PAFA identity was developed with careful attention to both artistic expression and educational structure:

  • The five-pointed star creates an immediate focal point representing excellence and achievement
  • The shield contains disciplinary symbols representing the various artistic focuses
  • The theatrical masks symbolize drama and performance arts
  • The musical notes represent vocal and instrumental music programs
  • The arts palette represents visual arts curriculum
  • The “WE ARE ALL STARS” tagline reinforces the community’s inclusive excellence

The final design features a bold gold star as the primary framework, with the “POINCIANA ACADEMY OF FINE ARTS” designation positioned prominently across the center. The shield containing artistic discipline symbols is centered below, with the “WE ARE ALL STARS” tagline anchoring the bottom of the composition, creating a balanced hierarchy with strong visual impact.

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