University Liggett School, Michigan’s oldest independent, coeducational school, expanded its Place-Based Humanities program into a National Institute on Place-Based Humanities Education — LocLore — to provide teachers with innovative, immersive professional development and a collaborative forum, while giving students access to projects and workshops that deepen connections to their own places. Grounded in the LocLore name and informed by stakeholder surveys and interviews, I collaborated on the development and execution of a branding strategy that increased brand awareness and delivered a complete, ready-to-use system of brand assets and guidelines.