Kazoo School

This independent school in Kalamazoo, Michigan had an identity problem. For starters, the name “Kazoo” was confused with the area’s public school system (Kalamazoo Public Schools). But more urgently, the school was largely unknown. A bold visual system and catchy marketing campaign was the created alongside a new website and social media campaigns.

A year after rebranding, the school faced it’s biggest challenge to date: a global pandemic. A deeper dive into what could keep the school operating revealed a unique opportunity: outdoor school. After consultation with faculty, the Kazoo School committed itself to outdoor education as a new way forward. Two years later, enrollment is at a historic high, proving that transformative changes are possible when you ask the right questions and treat challenges as opportunities.