As the nation’s first nonprofit, tuition-free charter school network that develops Pre-K and single-gender elementary and middle public schools, Public Prep has a rich history of fostering excellence across Manhattan and the Bronx in New York. Following over a decade of impact, Public Prep embraced 2022 as an opportunity to strengthen and evolve its brand and messaging. To support their goals, Public Prep engaged Mission Partners in the development of messages that clearly articulate the mission, vision, and purpose of the organization. Mission Partners also presented a refreshed visual brand that drives greater understanding, engagement, and activation.  

Taking a community-informed approach to the updated messaging and brand, Mission Partners engaged the Public Prep team and key stakeholders in conversations about the organization’s identity, impact, and reputation. Following these community conversations, Mission Partners supported Public Prep in achieving greater brand consistency and using more inclusive language. Mission Partners then created a comprehensive brand style guide to help Public Prep communicate with inclusion, equity, and accessibility in mind. Mission Partners also supported Public Prep with a brand rollout plan, which ensured the new brand was depicted across all communications channels.

Refreshing Public Prep’s messaging and brand through an equity lens created an opportunity for courageous conversations about the network’s policies. Shifting their identity from a single-sex to single-gender school was a significant policy change, and it’s one that’s now reflected in Public Prep’s key messages. With more inclusive language, Public Prep was also able to unify their schools with one shared brand and identity.