Taking arts education to new heights.

Transforming a beloved magnet program into a brand built for what comes next.

What began as an arts integration initiative had grown into one of Anne Arundel County Public Schools’ highly competitive magnet programs, expanding across schools, grade levels, and creative disciplines along the way. But its Performing and Visual Arts name, known colloquially to insiders as PVA, no longer captured the breadth of what the program had become.

We partnered with AACPS to rethink the brand from the ground up, beginning with a new name and comprehensive brand strategy, then building an expansive visual and verbal identity around it. Apex Arts brought everything together through positioning, messaging, voice and tone, the tagline Create your way up., a flexible family of logos and sub-brands, typography, color, illustration, photography, and a system designed to give every creative discipline its own voice while remaining part of the same whole.