This Los Angeles icon has grown and changed dramatically from its 1945 preschool roots to today’s progressive Pre-k through sixth-grade educational institution. The administration realized that to effectively market HSH to prospective students and retain current students through middle school, they needed to reflect its mission and vision more accurately. Perceptiv performed extensive focus groups and a thorough brand assessment from which came a fresh new visual identity that meshed the progressive, academic philosophy with the school’s child-centric roots. The result was a comprehensive rebranding that touched every element of communications. From developing the mission statement to the tagline, new website, advertising, wearables, forms environmental graphics, and signage. Hollywood Schoolhouse is now poised to innovate for the next 75 years.