ABOUT

The Brief

Dream started in 1991 as a baseball diamond in an abandoned lot in Harlem. In 2011 the Dream Charter School opened and by 2016, they wanted to expand beyond NYC, but needed a new identity to reflect their ambitions.

Creative Solution

From naming to identity to uniforms, we re-envisioned a Dream that was fit for the future. With a new identity based around the home plate, we created a system that allowed flexibility - reflecting the expansive nature of childrens’ imaginations.

Impact

Dream has since opened a high school in South Bronx and programmes in Newark, fulfilling their ongoing mission to support dreams everywhere.