The brand identity and marketing materials capture the sense of wonder and excitement in this journey of creativity, transformation and self-discovery.
Along with the website, the core marketing piece is a 172-page publication that is combination viewbook, course catalogue and travel guide.
Taking a gap year between the end of high school and the beginning of college, or just after college graduation and the start of their careers, allows graduates to gain deeper self-awareness and identify their true interests before being locked into their post-college paths. Baret Scholars is an educational startup that offers students the once-in-a-lifetime opportunity to do this around the world, with a nine-month journey and multi-disciplinary curriculum that takes them through seven regions across five continents.
Baret was created by Chris Whittle and Benno Schmidt, who previously co-founded Avenues: The World School. The name is inspired by Jeanne Baret, an 18th century traveler who became the first woman to complete a voyage of circumnavigation around the globe. Knowing that students learn in their own ways, Baret is designed as a mix of curated, structured programs and independent exploration that allow participants to expand their worldview and experience diverse cultures.
Pentagram has created a brand identity and marketing materials for Baret Scholars that capture the sense of wonder and excitement in this unique educational adventure of creativity, transformation and self-discovery. The logotype incorporates lines of longitude that evoke a globe or map, a reference to navigation. The primary typeface is Guyot, a contemporary take on a classic serif that is elegant and literary.
Along with the website, the core marketing piece is a 172-page book that outlines Baret’s philosophy, goals and the details of the program itself. Functioning as a combination viewbook, course catalogue and travel guide, the publication is anchored by rich, magical artworks by Adam Simpson that abstractly illustrate the trip as an odyssey of personal exploration, including a map that nods to the Age of Discovery. Anje Jager contributes portrait illustrations of the faculty and support personnel who will accompany the students. Vibrant photography depicts the different regions and documents the experiences of the inaugural 2024-25 cohort on their journey.
Baret announced its launch with a series of events around the world. The branding supports the biannual application process with an engaging social media campaign aimed at schools, college advisors, parents and students.
Office
- New York
Partner
Project team
- Shigeto Akiyama
- Antonio Nogueira
- Anna LaGrone
Collaborators
- Adam Simpson, illustration
- Anje Jager, portrait illustration
