- George Lucas Educational Foundation
- Brand Identity System
Funded from the $4.6 billion sale of the Star Wars franchise to Disney, George Lucas’ focus turned to educational reform for elementary schools. Working closely with Mr. Lucas, Ashby rebranded and refocused the strategy for all the components of the George Lucas Educational Foundation, a non-profit devoted to the betterment of children’s education. The brand had to appeal to teachers, and inspire trust, yet also reflect elements of primary school learning. A simple color palette of complimentary color were developed. For the newest division of the foundation, Lucas Education Research, we suggested the lamp of learning as its symbol.