Hawthorne Elementary Case Study

HAWTHORNE ELEMENTARY

SPANISH DUAL LANGUAGE SCHOOL

DESIGN FOR PUBLIC ISSUES 2019 | CATALYST CAMILLE ARMSTRONG RACHEL BENZING TIFFANY FEIMER ZACH NICHOLS LYNN OGAWA TAYLOR SIMONE

MEET TEAM CATALYST It’s the first day of Design for Public Issues and everyone is excited to learn which groups they were assigned to. We were immediately excited about our team. To break the ice, we played a game of two truths, one lie. This gave us chance to get to know one another a little more.

We were also tasked with coming up with a name for our team.

Catalyst was chosen to represent our creative energies. We wanted to be the spark that would bring energy to the Hawthorne brand.

CAMILLE ARMSTRONG

RACHEL BENZING

TIFFANY FEIMER

ZACH NICHOLS

LYNN OGAWA

TAYLOR SIMONE

THE CLIENT Our team was tasked to work with Hawthorne Elementary, a kindergarten through 5th grade school in Louisville, Kentucky.

Every student at Hawthorne is a part of the Spanish Immersion Program. This program uses a dual language approach to learning that allows their students to learn in Spanish for half of the day and English for the other half. Hawthorne also provides students with opportunities to use their second language in daily interactions and extracurricular activities for cross-cultural enrichment.

By being the only full-building K–5 language immersion school in Jefferson County, Hawthorne’s mission is to prepare every student to reach their potential in a dual language environment.

PREPARING FOR OUR FIRST MEETING Before going into our meeting with Hawthorne we wanted to be prepared to ask the most effective questions. We did some research about other dual language schools and familiarized ourselves with Hawthorne’s school website. Our team spent time discussing the possibilities concerning Hawthorne. This included things like their potential target audiences and deliverables. The next step in our preparation was to do a mock interview with another group in our class. This helped our team understand what to expect during the real interview with Hawthorne.

OUR FIRST MEETING A few weeks into the semester our team took a trip to Hawthorne Elementary. We had the pleasure of speaking with their principal, Dr. Tamela Compton and a few of their other staff members.

Our team had the chance to hear the Hawthorne team speak passionately about their mission as a dual language school. This helped with understanding the scope of work Hawthorne would need to achieve their goals.

We also learned that Hawthorne was gearing up for an important day, the Showcase of Schools. This event allows for parents and students to learn more about the schools in Jefferson County.

One of Hawthorne’s major goals was to make a big splash at the Showcase of Schools, not only for potential students but for the district as well.

DIAGRAMMING During our first meeting, two of our team members were tasked with diagramming all of the information we received from the Hawthorne team.

Our big takeaways were that Hawthorne wanted this rebrand to be authentic and eye-catching. They wanted something that would match their mission and energy.

We also learned that they were very flexible with their current brand. This meeting gave us a strong foundation to explore.

PERSONAS After our meeting with Hawthorne we were able to narrow down their target audience for this new brand identity.

This target audience includes:

•

Parents of students (current & potential)

•

Students, with a focus on English as Second Language (ESL) students

•

The Staff and faculty at Hawthorne

•

Potential teachers that are native Spanish speakers

•

Jefferson County Public School District

We then created personas to represent the target audience Hawthorne needed to reach with their new brand identity.

Dwayne & Kelly

Mateo

Claire

Two parents of a 4th grader

Recently moved to Louisville from

Kindergartner at Hawthorne.

attending Hawthorne Elementary.

Honduras. He is hoping to learn

Her favorite class is Spanish Arts.

Happy their child is receiving a

English at his new school.

global-minded education.

Nicole

Elena

Steven

English Immersion teacher

Currently teaching Spanish at

An Assistant Superintendent for

at Hawthorne. She is hoping

a different school in JCPS. She

JCPS. He wants to learn more about

to see Hawthorne become a

is looking for new teaching

Hawthorne’s mission and dual

magnet school.

opportunities.

language approach.

COLLABORATIVE DESIGN WORKSHOP After meeting with Hawthorne, we were energized to get right to work. But first, we participated in a collaborative design workshop led by our professor Leslie Friesen. We were given small sheets of white paper and a permanent marker. The goal was to come up with as many ideas in a short amount of time.

This workshop helped us come up with some key elements for our design. One of these elements was the concept of dual language.

This meant looking how English and Spanish words interact with each other. We also decided that students should be a focal point in our designs.

After this workshop, we split into two groups in order to come up with two concepts to present to Hawthorne.

ENERGETIC VIBRANT POSITIVE AUTHENTIC INCLUSIVE ASPIRATIONAL

BRAND DEVELOPMENT While we were working on our design concepts, we came up with a list of adjectives that would reflect not only Hawthorne Elementary, but their new brand identity. These adjectives led our design process and became how we described the brand tonality for Hawthorne.

DESIGN APPROACH #1

Moodboard for design concept #1

| V2 Mood Board CATALYST

CLOSER TO HOME Our first design approach was inspired by primary colors, a reference to primary school. This approach was a revamp of their current brand. We wanted to give them an option that was less of a departure from what everyone was familiar with, but also improved to be more energetic and clean.

We used Montserrat and Sabon for our typeface choices and a color palette that reflected primary colors. We also used Spanish symbols and duo-tone images as the foundation for this design approach.

HAWTHORNE ELEMENTARY HAWTHORNE ELEMENTARY Spanish Dual Languge School Spanish Dual Language School

Typeface choices and color palette for design approach #1

| V2 Facebook Banner and Post CATALYST

Social media images for design approach #1

| V2 Instagram Post CATALYST

Banner & brochure options for design approach #1

DESIGN APPROACH #2

Moodboard for design approach #2

| V1 Moodboard CATALYST

OUTSIDE OF THE BOX For our second design approach, we wanted to give a more expressive, child-like option to Hawthorne. This approach has more playful colors and utilizes handwritten elements.

The typeface choices are Brandon Grotesque and Merriweather.

Brandon Grotesque is meant to speak to the boldness and playfulness of this approach while still maintaining an academic feel through the serif Merriweather.

andon Grotesque Black

que Black

erriweather Light

ght

HAWTHORNE ELEMENTARY HAWTHORNE ELEMENTARY Spanish Dual Languge School Spanish Dual Language School

Typeface choices and color palette for design approach #2

| V1 Facebook Banner and Post CATALYST

Social media images for design approach #2

| V1 Instagram Posts CATALYST

Banner & brochure options for design approach #2

PRESENTING OUR APPROACHES After finalizing our two design approaches, we made a trip to Hawthorne to present our ideas.

Hawthorne jumped for joy when they saw our second design approach. They gravitated toward the illustration style because they said it feel like the kids were a part of the process.

They also liked the typeface choices Brandon Grotesque and Merriweather. However, they did say that the color palette from the first design approach felt more like Hawthorne.

Team Catalyst presenting our design approaches to Hawthorne

CULTIVATING YOUNG MINDS THROUGH A MULTI-CULTURAL, EDUCATIONAL EXPERIENCE.

CULTIVANDO MENTES JÓVENES A TRAVÉS DE UNA EXPERIENCIA EDUCATIVA MULTICULTURAL.

LIGHTS, CAMERA, ACTION! Because our design approach relied on energetic photography, we scheduled a photoshoot at Hawthorne.

Luckily, we were able to capture a ton of great images for Hawthorne’s new brand identity.

Snapshots of Team Catalyst’s photoshoot at Hawthorne

SHOWCASE OF SCHOOLS Because Hawthorne was gearing up for Showcase of Schools, we had to get materials ready for their booth. This meant we had to rethink the typical design process.

Instead of designing a logo and building off of that, we jumped straight into some of the applications. This included 2 vertical pull-up banners, 1 horizontal banner and their brochure.

Overall, Showcase of Schools was a success for Hawthorne’s new brand identity. Their Spanish Immersion Instructional Coach, Dr. Kelli Bernedo, noted how the Spanish dual language concept on our designs attracted

Two members of Team Catalyst at Hawthorne’s booth at The Showcase of Schools

many native Spanish speakers.

LOGO EXPLORATIONS

THE HAWTHORNE LOGO After we successfully met our deadline for Showcase of Schools, we started to think about Hawthorne’s logo. Currently, Hawthorne is using a traditional, academic “H” and a hawk for their logo representation. We decided to give them three different concepts to choose from. Each logo captures the tonality of this identity but each have their own strengths and inspirations.

Hawthorne’s current logo

CONCEPT 1: ACADEMIC, CLASSIC, CLEAN

CONCEPT 2: MODERN, GEOMETRIC, CONCEPTUAL

CONCEPT 3: ENERGETIC, INNOVATIVE, FRIENDLY, BOLD

Hawthorne’s new logo

THE NEW HAWTHORNE LOGO Hawthorne decided on the third concept for their new logo.

This concept was meant to be a departure from traditional academic logos.

The “H” is a reference to the Spanish language.

The Hawk is a reference to Hawthorne’s energetic spirit.

HAWTHORNE ELEMENTARY NEW BRAND IDENTITY

THE NEW WEBSITE One of our biggest design challenges was redesigning Hawthorne’s website. We wanted to keep in mind the primary user of Hawthorne’s website, the parents.

Our goal was to design an experience that speaks to Hawthorne’s mission statement, in order to increase student enrollment.

In order to create a site that emphasized Hawthorne’s dual language approach, we designed a site that would allow user to toggle between English and Spanish.

Hawthorne’s current homepage

SITE MAPPING Our first step to redesigning the website was to create site maps for the current and new website. This helps organize the content with user experience in mind.

This process revealed that the new website should be more condensed and accessible to ensure easier navigation.

Hawthorne’s current site map

Hawthorne’s new site map

WEBSITE

BROCHURE

Hawthorne para nosotros es más que una escuela, es una familia. Nuestros hijos sienten orgullo de su cultura hispana y de que en Hawthorne se valore esa cultura. El poder aprender y hablar español e inglés en la escuela les hace sentirse más cerca a sus raíces. Nos encanta que en la escuela se aprende de diferentes culturas. La enseñanza en Hawthorne ayuda a desarrollar niños que son más sensibles y que valoran la diversidad.

Millie Reyes

THE HAWTHORNE DUAL LANGUAGE APPROACH

Madre de dos estudiantes de Hawthorne

All kindergarten through fifth-grade Hawthorne students participate in the Spanish immersion program. Each student has one English Immersion and one Spanish Immersion teacher. Students spend half of the school day with each teacher. These teachers work collaboratively to plan and implement lessons in math, science, English language arts, Spanish language arts and social studies that support content and language objectives in both English and Spanish. Hawthorne also provides students with varied opportunities to use their second language in daily interactions and extracurricular activities

He enseñado por más de 23 años en Puerto Rico y California. Llegue a Hawthorne hace dos años y lo que me he encontrado es una escuela organizada y de mucho servicio a su comunidad. La experiencia enseñando en Hawthorne ha sido extraordinaria y el observar el crecimiento del español en los estudiantes aún es más extraordinario.

for cross-cultural enrichment.

HAWTHORNE—A POSITIVE BEHAVIOR SCHOOL! Hawthorne Elementary is a voluntary participant in the internationally recognized Positive Behavior Interventions and Supports (PBIS). Teachers and staff explicitly teach behavior in a fun and supportive way. Each day, teachers and students engage in discussions and activities that address empathy,

Sr. Rivera

collaboration, and personal responsibility. In addition to PBIS, Hawthorne also uses Second Steps, Class Dojo, and Peace Education to develop children’s core social skills and to give them the knowledge and experience to work effectively with others. At every step along the way, Hawthorne celebrates positive behavior and personal growth.

BANDA Y ORQUESTA

CLUB DE DRAMA BILINGÜE

(QUINTO GRADO)

(KINDERGARTEN - QUINTO GRADO)

Elementos necesarios para tocar un instrumento y actuar en grupo; enseñado por profesores de

Lo esencial de la actuación; enseñado por actores profesionales.

música certificados en JCPS.

WHAT ARE THE BENEFITS OF BILINGUAL EDUCATION?

BALONCESTO / PORRISTAS

Studies show that on average, bilingual students perform as well or better on standardized tests than monolingual

(TERCERO - QUINTO GRADO)

Aprende sobre el trabajo en equipo y la competencia mientras se extienden amistades.

Diseño, codificación, leer y explorar juntos.

students while gaining fluency in a second

BRICKS 4 KIDS

language. Mastering a second language enhances students’ creativity, develops

(PRIMERO — QUINTO GRADO)

stronger vocabulary, and improves problem-

Club tipo STEM centrado en robótica y trabajo en equipo.

solving ability. Bilingual students read more, have the ability to communicate with more people, and obtain skills that may give them a

CLUB DE AJEDREZ

competitive advantage in the workplace.

(PRIMERO - QUINTO GRADO)

QUESTIONS PARENTS FREQUENTLY ASK DOES HAWTHORNE SUPPORT STRUGGLING LEARNERS AND ADVANCED LEARNERS? All students are given a universal screener at the beginning of the school year. Teachers and staff use the screener, along with parent and teacher input, to determine specific learning needs of all students.

Some students will receive interventions by our

WHY SHOULD MY CHILD LEARN A SECOND LANGUAGE STARTING IN KINDERGARTEN INSTEAD OF TAKING A SECOND LANGUAGE IN HIGH SCHOOL? The nature of our brains is such that it is easier to learn a second language early in life. This is especially so for children who begin to learn a language when they enter elementary school.

DOES DUAL LANGUAGE MEAN THAT STUDENTS LEARN THE SAME MATERIAL TWICE (IN ENGLISH AND IN SPANISH)?

Your child’s success is also influenced by his or her

No, material is not repeated in each language.

program is intended to be a challenging curriculum

While there may be an initial lag in reading and

designed to help your child reap the benefits of his or

word knowledge, research shows that this discrepancy soon disappears and dual language programs ultimately enhance native language ability no matter which language is your first language.

ARE ALL HAWTHORNE CLASSROOM TEACHERS CERTIFIED?

IN THE SPANISH IMMERSION PROGRAM, IF MY CHILD LEARNS SOMETHING IN SPANISH, WILL HE OR SHE UNDERSTAND THE SAME CONCEPT IN ENGLISH?

third grade) or differentiated special area classes

Yes, only teachers who have a Kentucky teaching

Yes, but not without a little effort! Immersion

(fourth through fifth grade). All students will

license may be classroom teachers. Hawthorne is

highly qualified, certified intervention teachers to get them caught up in grade-level standards. Other students will participate in enrichment classes through our Next Steps Program (first through

teachers use special techniques to help students

receive targeted,student-specific support from their

proud to have a diverse teaching staff from multiple

learn content matter, such as collaborative work,

classroom teachers.

countries. In order to support our dual language

visual aids, hands-on projects, and music.

model, at least half of our teachers are bilingual.

Mejora las habilidades en pensamiento crítico; dirigido por un maestro de ajedrez clasificado a nivel nacional.

own interest or investment in learning the language

PROGRAMA DE ENRIQUECIMIENTO INFANTIL (CEP)

her efforts.

DOES HAWTHORNE HAVE SCHOOL UNIFORMS?

Programación antes y después de la escuela ofrecida en asociación con la YMCA de Greater Louisville.

Yes, Hawthorne does require uniforms. Essentially, students wear a collared shirt of any color with navy, khaki, or black pants, shorts, or skirts. However, students have multiple opportunities throughout the

EQUIPO ACADEMICO

(CUARTO - QUINTO GRADO)

Equipo académico que se centra en recordar información.

CLUB DE FÚTBOL

(KINDERGARTEN - QUINTO) Lo esencial del fútbol.

TAE KWON DO

(PRIMERO - QUINTO GRADO)

as well as by parental involvement. The immersion

year to earn Free Dress Day Passes

CHICAS QUE CODIFICAN

(TERCERO - QUINTO GRADO)

OPORTUNIDADES EXTRACURRICULARES

CLUB DE CORREDORES

(KINDERGARTEN - QUINTO GRADO)

Equipo competitivo de correr. Se centra en el crecimiento personal, el apoyo de equipo y salud en general

La confianza en sí mismo, disciplina y aptitud física a través de los artes marciales.

TENIS

(SEGUNDO - QUINTO GRADO) Lo esencial del tenis enseñado por un profesional del tenis.

DISEÑO DE VIDEOJUEGOS

(TERCERO - QUINTO GRADO)

Creando tu propio videojuego usando tu imaginación y habilidades de escritura.

BANNERS

SOCIAL MEDIA

BRAND STANDARDS

COLOR DISTRIBUTION

PRIMARY LOGO This is the primary logo that is used to represent Hawthorne Elementary and their Spanish dual language program. The

Logo for white background

logo has two different color application for when it is being applied on white backgrounds.

70% PRIMARY COLORS

Logotype for white background

30% ACCENT COLORS

This graph shows the appropriate color distribution for Hawthorne materials. 70 percent of materials should be a combination of the primary colors. The other 30 percent can be a combination of the accent colors. The accent colors should never overpower the primary colors.

Logotype for color background Logo for color backgrounds

6 | Hawthorne Elementary Brand Standard Guidelines

Logos | 7

HASHTAG

ILLUSTRATION APPLICATION

In order to prompt users to use the social engagement

Always use high-energy photos. When pairing photos with

hashtags, use lockups of the phrases “We do it in Spanish too”

illustrations, the illustrations must interact with the photo to drive

and “Lo hacemos en inglés tambien”.

Hawthorne’s interactive learning curriculum.

22 | Hawthorne Elementary Brand Standard Guidelines

Colors | 23

BUTTONS Buttons are used to show the user important links with clear hierarchy from others. Primarily use the dark blue button, and add the secondary palette buttons as necessary for visual interest.

Hashtag for white background

Primary Button

Secondary Buttons

Hashtag for color background Banner application of illustration style

36 | Hawthorne Elementary Brand Standard Guidelines

Design Elements | 37

46 | Hawthorne Elementary Brand Standard Guidelines

Web Elements | 47

STATIONERY & CORRESPONDENCE Staff Name

POSITION Email Address Phone Number if applicable HAWTHORNE ELEMENTARY

Good

SPANISH DUAL LANGUAGE SCHOOL our website MorningVisit Nicole,

How are you? Staff Name

POSITION Whenever youEmail get Address a chance, can you stop by my office please?

Phone Number if applicable

Best Wishes, HAWTHORNE ELEMENTARY Sheyla SPANISH DUAL LANGUAGE SCHOOL Visit our website

Sheyla Hernandez-Rodriguez

2/3 SPANISH IMMERSION TEACHER shelya.hernandez-rodriguez@jefferson.kyschools.us Phone Number if applicable HAWTHORNE ELEMENTARY

SPANISH DUAL LANGUAGE SCHOOL Visit our website

VIDEOS

GLOBAL CAFE

MORE GOODIES!

REFLECTION Overall, our team of designers has

Hawthorne Elementary is an

grown greatly through our work with

extraordinary school with a staff of

Hawthorne Elementary. Catalyst began

incredible leaders and educators.

as a group of incoming seniors, eager

Their dedication and energy inspired

to begin a real world rebrand with

us to create a brand that would

minimal understanding of what this

mirror their same commitment to

project would entail. Throughout our

community. Working with any remote

process, we have gained significant

client can be difficult at times, but the

collaborative experience, both internally

reward is the reaction of the school’s

and externally. As a team, we worked

teachers, students, and parents as

together to develop innovative design

they see the spirit of Hawthorne

concepts, delegate assignments

Elementary Dual Language School

amongst numerous projects, and

come to life in front of their eyes.

provide constructive feedback amongst one another. However, that was only half of our community—working with the client was an entirely separate, worthwhile experience in itself.

GO HAWKS!