Miami Country Day School is an academically rigorous institution that encourages students to explore their diverse strengths. They celebrate a student-centered, whole-child approach offering the flexibility to allow students the freedom to design an education that is as unique as they are. When they reached out to us, the school didn’t have recognizable or unique masterbrand that showcases all it has to offer. There was also a perception that Miami Country Day School was not as academically rigorous as other competitive schools.

We were commissioned to create a cohesive Miami Country Day School brand to rally the community by threading together the school’s strengths including but not limited to academics, athletics, extracurriculars and the arts. Our target audience was current and prospective students and parents who come from diverse backgrounds and are looking for a school and community to call home. The new brand would bring the magic of its curriculum, community, and campus to life in a way that makes its differentiating factors clear.


Rebranding, Visual Strategy, Visual Identity, Logo. 


“Before the rebranding, our school was a marketing professionals dream case: an incredible product with an amazing service that had yet to be marketed. MCDS is one of the most prestigious independent schools in Miami. The problem was that no one knew about how special and innovative our school was except for those who knew. Each program, department and success was celebrated in isolation. There was a desperate need to unify the school’s success under one brand.

I had seen firsthand, the work forceMAJEURE had done to solve problems like this one with other brands and I had no doubt that they were the perfect partner to help us transform our MCDS brand into a meaningful one. The biggest challenge was aligning the constituents. The school holds a very big place in people’s hearts but it’s hard to please a young student while listening to the board’s needs, or maintaining traditions that are important to alumni, while driving forward the leadership’s vision. forceMAJEURE not only did an incredible creative work, but they tied it nicely to our new strategic vision.”

Paula Montoya, Director of Marketing & Communications at Miami Country Day School.