Architecting Impact
22Beacon
How do you evolve a 25-year legacy without losing its shine?
You build a brand that honors its foundation, amplifies its purpose, and lights the path forward. We helped ‘Charter Schools Development Corporation’ (CSDC) — a national nonprofit that finances, develops, and advises charter schools — evolve into ‘22Beacon’, a bold, future-facing brand built to expand access, equity, and choice in education. From renaming the organization to rewriting their narrative, we distilled decades of purpose into a modern identity that has equipped them to meet their expanding mission.
Naming
Messaging
Branding
Logo Design
Website
Art Direction
Merch
Social Media Graphics
Newsletter Design
Naming
A Name Rooted in Purpose
We created the name 22Beacon to reflect both what the organization does and what it stands for. “22” in numerology is known as the master builder, speaking to their work building both schools and opportunities. “Beacon” captures their role as a guiding light for progress and equity.
In Their Words
“When we realized that the name ‘Charter School Development Corporation’ no longer told the full story of our work, we turned to Marine Lane. Their ability to listen deeply to deliver is unmatched to any agency partner in my career. They distilled our unique DNA, then wove it into a fully reimagined name, brand, voice, and site. Becoming 22Beacon has been fully transformative. Our evolved identity pays homage to our past, captures our present, serves as a lodestar for our future — and, most importantly, has equipped us to serve more schools, reach more kids, and amplify our impact for years to come. Marine Lane remains an entrusted partner creating immeasurable value as we continue to grow."
— Michele Cerwin, Chief of Staff
Identity + Positioning
A Brand that Builds
We infused the visual system with architectural cues — blueprint grids, precise linework, and structural layouts — to mirror the organization’s role in building both facilities and futures. A refined color palette and contrasting typography reinforce a brand that is warm, grounded, forward-looking, and distinctly 22Beacon.
Website
A Digital Blueprint
With the new narrative and messaging as our foundation, we reimagined 22Beacon’s website. Every element — from structure and copy to imagery and interaction — was built to make their complex work feel accessible, human, and inspiring.
