Learn here. Go anywhere.

With their 50th anniversary approaching, we helped The Philadelphia School find a renewed brand positioning along with a verbal and visual identity system representing the school today and where it hopes to go over the next 50 years. In the spirit of progressive education, we asked plenty of questions and the entire community helped us find the answers to bring it all to life. Class is now in session.


  • Research + Discovery
  • Brand Strategy
  • Brand Voice + Messaging
  • Visual Identity
  • Brand Guidelines
  • Collateral
  • Environmental Design

Head of the class

We positioned TPS as the only independent school in Philadelphia offering a progressive education that, through experiential learning in and around our city, helps create kids that will be successful and engaged citizens who advocate for themselves, for others, and for the world around them.

Questions as curriculum

Progressive education is driven by students’ curiosity. This joy of discovery needed to be seen and spoken clearly throughout the TPS brand.

It takes a school

We worked closely with faculty, teachers, parents, alumni (and kids!) to position TPS as the essential school for a progressive education in and around Philadelphia. If you learn here, you can go anywhere.

Sparks of imagination

TPS is a magical place. The second you walk through its halls or pop into a classroom, you feel it. We set out to capture that magic.


Language Arts

The voice of TPS needed to speak confidently with wide-eyed optimism. It needed to embody the heart and soul of what a progressive education is all about.

The kids have spoken

It was essential that the school community embrace the new brand whole-heartedly. To make sure their voices were heard, we let everyone vote on their favorite direction. Teachers, parents, students…everyone. The work you see here was voted to the head of the class.

J2 took the time to truly understand our school culture, community, and our dreams for what’s possible. The new logo, brand, and message communicate who we are and what we value in an authentic and powerful way.

– Lisa Sun, Head of School

Group work

Small, independent schools tend to have small, strained marketing departments. With this in mind, we created a dynamic, yet usable identity system they could apply across all communications with ease.

More Work

Friends’ Central School
Quaker values going further.
Friends’ Central School
Penn Dining
Helping Penn eat smarter.
Penn Dining