K12

At K12, I worked closely with teams across the organization to rebrand its online public and private education products. We kept coming back to one simple truth: choosing a school isn’t just a rational decision—it’s deeply emotional. Parents aren’t only weighing academics; they’re thinking about trust, legitimacy, and what day-to-day learning will feel like for their child. By shifting the brand away from purely academic proof points toward student-centered storytelling—and building a flexible, expressive system to support it—we repositioned K12 as both credible and aspirational.