Airaa is a revolutionary 17-year old Montessori school with a beautiful campus. Their Montessori method of teaching creates better decision-makers of children who don’t hesitate to express themselves. The new brand identity had to inspire.

1. Brand positioning &
brand identity +
Signage + Website
Creating a brand for a Montessori school

2. The project
⇢ Challenge
→ Airaa is a revolutionary 17-year old Montessori school with a
beautiful campus. Their Montessori method of teaching
creates better decision-makers of children who don’t
hesitate to express themselves. The new brand identity had
to inspire.
⇢ Research
→ Benchmarking of leading schools in the country and
abroad
→ To understand the climate and build support and buy-in for
our work, we conducted in-depth interviews for parents,
teachers, students and management.
→ We spent a considerable amount of time on campus sitting
in on classes, understanding Montessori methodology and
talking to teachers and students.
→ We did numerous workshops with parents to get their
perspective, along with that of the teachers and
management.
→ We further applied our trademark Brand Archetypes
Experience framework to arrive at the right brand
personality for Airaa.

3. The project
⇢ Strategy
→ The brand identity followed Airaa’s simple principle of
helping every child achieve his or her true potential.
⇢ Design
→ The shapes in the logo have immense potential. They
represent the fertile imagination of children. Much
like Lego blocks, these shapes are used to craft
brand identity extensions for Airaa.
→ The three upward facing arrows along with the
hidden child symbol together represent this
aspiration.
⇢ Outcome
→ The brand identity design was liked by the
management, students and parents.
→ When visual elements, including the logo, were
displayed in the ways that they might be used,
respondents gave Airaa extremely positive reviews.
Teachers, students, admin and management loved
them.
→ As intended, it struck a right chord between being
playful, being informative and show a sense of
nurturing.
→ The school successfully transitioned from the old
identity without alienating any of the concerned
parties; Parents, teachers and students shared love
and appreciation for the new identity.

4. Airaa Positioning

5. Brand positioning
Students of Airaa know how to
conduct themselves. They
know the difference between
right and wrong and learn for
the right reasons. Students of
Airaa exhibit concentration,
attention and spontaneous
self-discipline, while
understanding the
importance of not
succumbing to a negative
outlook.
Students of Airaa are
intelligent and aware
with a honed intuition.
Airaa’s experienced
teachers, unique
pedagogy and singular
attention to detail to
each child’s need ensure
that children understand
fast and understand
right; and most
importantly remember
what they learn.
At Airaa, students are
encouraged to aim for the
stars, while being
responsible and ethical
citizens of the society.
Airaa Attitude Airaa Aptitude Airaa Aspiration

6. Theme: Shapes and logo

7. About logo
⇢ Color palette was chosen, carefully to represent
earth colors.
⇢ The Airaa logo is made of 4 shapes(refer to the
image on the right).
⇢ These shapes represent growth (arrows), the child
(head), the foundation (pillars) and the turn
(L-shape).
⇢ Idea behind the ‘I’. The shapes in the logo have
immense potential. They represent the fertile
imagination of children.
⇢ Idea behind the ‘A’. The three upward facing arrows
along with the hidden child symbol together
represent this aspiration.
⇢ ‘A’ also represents upward mobility, progress,
success, future oriented thought and vision.
⇢ The shapes in the logo have immense potential.
They represent the fertile imagination of children.
Much like Lego blocks, these shapes are used to
craft brand identity extensions for Airaa.

8. Airaa logo

9. Color palette

10. Typography
⇢ Choosing typography for any new brand is a
delicate exercise. The font must seamlessly scale to
all applications while preferably being a free font.

11. Brand Patterns
⇢ We have created brand patterns
based on the 4 shapes chosen for the
logo.
⇢ These brand patterns are scaled to
applications like almanac, open house
creatives, registers etc.

12. Illustrations using logo elements
⇢ The shapes Thin the logo have
immense potential. They represent the
fertile imagination of children. Much
like Lego blocks, these shapes are
used to craft brand identity extensions
for Airaa.
⇢ These shapes represent growth
(arrows), the child (head), the
foundation (pillars) and the turn
(L-shape).
⇢ These shapes scaled to myriad
applications like Notebook, Almanac,
Envelopes, Letterhead, etc.

13. Brand Applications
Letterhead, Envelope, Pouches, Almanac, Notebook,Badges, Flags,
Bus branding

14. Brand applications

15. Brand applications

16. Stationery: Letterhead

17. Stationery: Envelope

18. Stationery: Almanac

19. Notebook

20. Stationery: Pouch

21. Badges

22. Signage
⇢ We designed facade and internal signages for
Airaa academy.
⇢ The external signage is made up of stainless steel,
which gives it a classy and a modern look. We also,
added spot lights, which makes the signage
prominently visible at night. The purpose of the
stainless steel signage was to make it stand out
from a distance.
⇢ The internal signages are made up of rubber wood
with lacquered vinyl stickering on the top.
⇢ For internal signage, Airaa wanted a signage where
students of each environment can choose the
name of the classes and the name will change
every year, hence, we designed a signage with a
writable space, so that the signage need not be
changed every year(refer to signage no. 4 in slide
23).
⇢ For each internal room signage, we illustrated the
icons that clearly state the purpose of the
rooms(refer to signage no. 2,3 in slide 23).
⇢ The shape illustrations were used as part of the
design to retain the branding across, uniformly.
⇢ We also designed a wall mounted directional
signage for the restroom(refer to signage no. 5 in
slide 23).

23. Airaa logo

24. Internal signage
1 2 3
654

25. Airaa website
Link

26. Home page

27. Information centre

28. Admissions

29. Google Classroom

30. Contact us

31. Stay in touch with
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