The primary challenge for rebranding Project Learn School in Philadelphia was the common misconception parents have about the wholistic education process. New parents were unwilling to send their children to a school that goes wildly against the norm. Because of this misconception I was tasked with creating a new, unique look that would exude confidence in the wholistic education process. The strategy we came up with was to target the new parent community within a 20 mile radius and provide them with not just information on the school but on the concept of wholistic teaching. We did this through direct mail, eblasts, advertisements, community events and an annual newspaper to be given out at the end of every school year.