Planet School®

Planet School rejects the traditional classroom model, replacing desks and standardised tests with real world immersion across forests, vessels, and urban labs. As the school prepared to launch in North America, the challenge was not differentiation within education, but redefining what education itself could look and feel like.

The mandate was to create belief around an unfamiliar and intentionally uncomfortable model. The brand needed to earn parental trust, spark teenage curiosity, and signal academic rigor without resembling an institutional system or borrowing the visual language of conventional schools. This was a true zero to one engagement, with no legacy cues to rely on and no category templates to follow.

Our work focused on building a flexible brand system designed to evolve alongside the curriculum itself. Identity was constructed as a modular framework, allowing each learning environment to express its own character while remaining part of a coherent whole. Visual language balanced rebellion with structure, ensuring the brand felt exploratory without becoming chaotic, and credible without becoming rigid.

The result was a brand capable of carrying a radically different education model into public view with clarity and confidence, supporting recruitment, storytelling, and future expansion across geographies. For Lazy Eight, the engagement reinforced a recurring belief: when the idea challenges convention at its core, brand must lead by creating clarity rather than comfort.