Horizon Science Academy
St. Paul
A complete brand identity system built to unify every family touchpoint, from digital enrollment campaigns to campus communications, ensuring every message authentically reflects the STEM mission and welcoming culture of Horizon Science Academy- St. Paul.
Why Brand Identity
Matters
Nationally Accredited STEM
Horizon Science Academy- St. Paul is part of the Concept Schools network, which has operated high-performing schools across the Midwest for over 25 years. The network holds national accreditation and STEM certification through Cognia, meaning families in Saint Paul Park gain access to a proven, rigorous academic model that connects learning to real-world science, technology, engineering, and math. That credential is not a marketing claim. It is a standard earned through external review.
Relationships at the Core
Because Horizon Science Academy- St. Paul is a growing school, every scholar is known by name. Families are not a number in a lottery system. Staff communicate early and often, tracking reading and math progress multiple times per year and adjusting support quickly when a child needs it. Free breakfast and lunch, free bus transportation, and a welcoming front office remove the everyday barriers that keep families from choosing a better option for their child.
Room to Grow — Right Now
With a total capacity of 480 seats and a target enrollment of 150 scholars for the upcoming year, Horizon Science Academy- St. Paul is at the stage where every family who enrolls shapes the culture of the school. Seats are open across all K–5 grades. The application window closes May 1, 2027, and families who act early get personal attention, flexible tour scheduling, and a direct line to Principal Corey Stewart and the enrollment team.
Positioning &
Strategy
Horizon Science Academy- St. Paul is the tuition-free K–5 public charter school for Minnesota families who want their child to build genuine confidence in science, math, and critical thinking, supported by a staff that knows every scholar by name, within a nationally accredited STEM program designed to prepare students for high school, college, and the future.
Strategic Anchors
Top Parent Questions — Addressed
7-Day Content
Pillars
Enrollment
Funnel
Nationally Accredited STEM Curriculum
Cognia-accredited and STEM-certified through the Concept Schools network, Horizon delivers a rigorous, hands-on academic program that connects science, technology, engineering, and math to real-world questions every day across all K–5 grades.
Multi-Tiered Student Support
Every student is screened in reading and math at the start of the year. Those who need extra help receive targeted small-group intervention during the school day. Licensed specialists serve students with IEPs. No scholar is left to struggle alone.
Truly Free: Meals, Busing, and Tuition
No tuition, ever. Free breakfast and lunch served daily for all students. Free bus transportation provided based on capacity and routes. The only things families need to bring are their child's name, address, and contact information to apply.
A Safe, Welcoming Campus
Secured entrance, ID check-in for all visitors, locked exterior doors during the school day, and trained staff who practice emergency drills with local first responders. Clear arrival and dismissal procedures ensure every child leaves with an authorized adult, every single day.
Logo &
Identity
Primary — Light Background
Reversed — Dark Background (filter: invert)
Maintain clear space equal to the height of the logo mark on all four sides. Never crowd, overlap, or clip the mark in digital headers, print materials, or signage. The mark must always read cleanly at a glance.
Never reproduce below 80px on digital screens or 1 inch in print. On dark or primary-colored backgrounds, always apply CSS filter: brightness(0) invert(1) to render the logo in clean white. Never place on low-contrast surfaces.
Do not stretch, rotate, recolor, or apply drop shadows, glows, or gradients to the logo. Never use an unofficial version of the mark. Always source the approved logo file from the school's approved media library.
Color
Palette
Typography
- All page headlines and section titles use Anton at its single weight
- Conveys energy, ambition, and the bold confidence of a STEM-focused school
- Minimum 20px digital — pairs with Montserrat for a clean, modern hierarchy
- Letter-spacing: 0 to .01em for headlines; never track too tight on small sizes
- All body text, captions, labels, and navigation at weight 400–600
- Weight 700–800 for strong emphasis, CTAs, and stat callouts
- Line-height 1.65–1.8 for comfortable reading in all contexts
- Never substitute Montserrat with Anton for body copy or vice versa
Imagery
Direction
STEM Learning in Motion
Capture scholars engaged in hands-on investigations, engineering challenges, and Chromebook-powered inquiry. Prioritize natural classroom light, genuine concentration, and authentic teacher-scholar moments. Show the real work: a child building, testing, questioning, and discovering. Avoid staged or stock-looking setups that do not reflect what actually happens inside Horizon classrooms each day.
Community, Family, and Belonging
Showcase the warmth and diversity of the Horizon family. Tour moments with the principal, free meal service, morning arrival, and family events all reinforce that this is a school where relationships matter. Images must reflect dignity, belonging, and genuine pride. Every family represented should look as though they chose this school confidently and feel fully at home in it.
Voice &
Tone
Curious and Aspirational
Horizon Science Academy- St. Paul believes every child is born with a natural drive to question, build, and understand the world. The brand voice reflects that belief in every message. We do not talk down to families or oversimplify the value of a STEM education. We invite curiosity and speak to the future the school is helping to build.
Warm and Personally Invested
Because every scholar at Horizon is known by name, the brand voice must feel the same way. Communications come across as genuine and personal, never corporate or distant. We speak to parents as partners who share the same goal: a child who is confident, capable, and prepared. The tone is encouraging and grounded in real care for each family's outcome.
Clear and Direct
Horizon families deserve straight answers. The brand avoids jargon, inflated claims, and vague language. When we say tuition-free, we mean it completely. When we say we support struggling students, we describe exactly how. Every message should be easy to understand on the first read and leave the family with a clear sense of what to do next.
Confident in a New Beginning
Horizon Science Academy- St. Paul is a new campus with a proven foundation. The brand voice holds both truths at once: we acknowledge that the school is growing and use that as a strength rather than a weakness. Families who enroll now are not taking a risk. They are joining a school at the moment when every voice and every family genuinely shapes what it becomes.