ASM: A BOLD NEW LOOK

New strategy

In November 2020, ASM hired a Communications Director for the first time. Three months later, a Communications Plan was approved by the Board of Trustees. Its keywords are Clarity, Consistency, Positivity, Diversity, and Inclusivity.

New logo

In February 2021, the Communications Team released a new school logo. The previous version dated back to 1987. The new logo is bold, elegant, modern, and easier to place on a variety of digital and printed materials.

New Brand Book

Also in February 2021, the ASM Brand Book was shared with all faculty and staff. It is important for everyone to be on the same page when it comes to school colors, logo use, fonts, etc. in order for ASM to have strong and consistent branding. New events

ASM’s first TEDxYouth event gave the Communications Team a great opportunity to show off ASM talent. We were also involved in helping to organize the event and prepare the speakers.

New website

In October 2020, a new website went live. The homepage was upgraded in July 2021, including the prominent display of ASM’s new Mission Statement and easy access to official ASM social media as well as stories written by our faculty and staff.

asmadrid.org Facebook Instagram Linkedin New Middle School

During a year of little to no oncampus time for parents, the Communications Team felt it was particularly important to step up our social media presence, with parents able to follow big events such as the opening of the new Middle School almost in real-time. Also, a series of videos featuring the new building were published on the website, giving our community a good idea of what to expect once they made it back on campus, as well as being a marketing plus.