La Cima
Charter School
A complete brand identity system built to unify every enrollment touchpoint for La Cima Charter School, a tuition-free K-5 public charter school in Bed-Stuy, Brooklyn. Every asset, message, and visual decision flows from one goal: connecting the right families to a school where every child is truly known.
Why Brand Identity
Matters
Academic Achievement
La Cima Charter School students outperform their peers in mathematics by 21 percentage points above the New York City and state averages. That result does not happen by accident. It comes from a 9:1 student-to-teacher ratio, small-group instruction, and an intentional model that meets every child where they are. A consistent brand communicates that distinction before a family ever walks through the door.
Culture & Community
Families choose La Cima because it is close to home, deeply rooted in Bed-Stuy, and built on real relationships. African drum and dance, theater, cooking, student council, and monthly field trips across New York City make this a place where children are challenged and celebrated. About 75% of multilingual learners improved their English proficiency levels last year. The culture here is warm, structured, and genuinely joyful.
Growth Opportunity
La Cima currently serves 149 students and has capacity for 400, with the greatest urgency in Kindergarten through 3rd grade. Free after-school care until 6 PM, free bus transportation within a mile radius, and free meals every day remove the most common barriers families face. With a same-day enrollment response and a tour that fits any schedule, the path from discovery to enrollment has never been shorter.
Positioning &
Strategy
La Cima Charter School is the tuition-free K-5 public school for Bed-Stuy families who want their child to be known, challenged, and celebrated every day, supported by a 9:1 student-to-teacher ratio, culturally rich programming including African drum and dance, and an academic model that consistently outperforms city and state math averages by 21 points.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
9:1 Student-to-Teacher Ratio
Every student receives individualized attention in a small-group learning environment. No child at La Cima is anonymous. Teachers know every scholar personally and track progress closely throughout the school year.
Culturally Rich Programming for All Grades
African drum and dance, theater, cooking, soccer, dance, and student council are not extras. They are core parts of what makes La Cima a whole-child school where students develop leadership, creativity, and belonging alongside strong academics.
Completely Free to Attend
Tuition-free enrollment, free breakfast, lunch, and snack daily, free after-school care until 6 PM Monday through Friday, and free bus transportation within a mile radius. Families should never let cost be the reason they do not apply.
Special Education Support Built In
La Cima offers a 12:1:1 IEP setting, small-group intervention, and dedicated support for students with disabilities. Families of children with IEPs are actively welcomed and should know their child will receive real, personalized support here.
Logo &
Identity
Primary — Light Background
Reversed — Dark Background (filter: invert)
Maintain a minimum clear space equal to the height of the logo mark on all four sides. Never allow other text, images, or graphic elements to crowd or overlap the mark in any application.
Never reproduce the logo below 80px wide in digital contexts or below 1 inch wide in print. On dark or primary-colored backgrounds, always apply filter: brightness(0) invert(1) to render the logo in clean white.
Do not stretch, rotate, recolor, outline, or add drop shadows or gradients to the logo. Never place it on a low-contrast background. Always use the approved source file provided by the school.
Color
Palette
Typography
- All page headlines and section titles set at weight 700
- Conveys energy, approachability, and modern confidence
- Minimum 18px digital. Letter-spacing tight at 0 to -0.01em for headings
- Use weight 800 sparingly for maximum emphasis in hero displays
- All body text, captions, labels, and navigation at weight 400 or 500
- Weight 600 for subheadings and call-to-action copy
- Line-height 1.65 to 1.8 for comfortable reading at small sizes
- Use weight 300 only for large-size pull quotes or decorative contexts
Imagery
Direction
Learning in Action
Capture students genuinely engaged in K-5 academic work: small-group reading instruction, hands-on math, experiential science, and one-on-one teacher moments. Prioritize natural classroom light and candid concentration. Avoid staged or overly posed setups. Show the real progressive, whole-child model at work. Images should communicate that every child here is seen, supported, and doing meaningful work every day.
Community, Culture & Joy
Showcase the energy and diversity of the La Cima community: African drum and dance classes, theater rehearsals, field trips across New York City, after-school soccer, cooking club, and family engagement moments. Images should reflect belonging, cultural pride, and the genuine joy that comes from being part of a small school where relationships are real. Every photo should carry the dignity and warmth the La Cima community has earned.
Voice &
Tone
Community-Rooted and Genuine
La Cima speaks as a neighbor, not an institution. Every message should feel like it comes from someone who knows your block, knows your child, and is genuinely invested in your family's future. The voice never talks down and never oversells. It simply tells the truth about what happens here every day.
Warm and Encouraging
La Cima believes every child can grow. That belief shows in every sentence. Copy should feel encouraging rather than urgent, inviting rather than pressuring. Families should feel welcomed and respected, whether they are reading a social media post or a direct message from the enrollment team.
Clear and Honest
La Cima does not inflate claims or use jargon. When we say students outperform the city by 21 points in math, we let that fact speak. When we describe our 9:1 ratio, we explain exactly why it matters for a child. Clear, honest, specific language builds more trust than any marketing tagline ever could.
Ambitious for Every Child
La Cima holds high expectations not as a threat but as an expression of belief. The voice reflects a school that sees each student as a future change-maker and communicates accordingly. Copy should inspire families to imagine what their child can become here, because the school already has.