The American Embassy School (AES), located in New Dehli, India, is undertaking a rebranding effort. With a freshly updated mission statement, they asked Schmid Studio to design a series of posters that illustrate and visually convey their new message. In addition to the AES commitment of well-rounded education, the school’s relationship with India and the people of New Dehli is an integral part of their identity. One of the project challenges was to visually represent the AES mission and honor the Indian culture as part of the identity of the school and organization.
The design is inspired by the beautiful colors, textures and patterns of Indian sarees. We used the AES color palette as a foundation and created a custom background pattern.
Key phrases of the mission statement are hand-lettered in brush script and printed in gold foil.