OLDHAM COUNTY SCHOOLS

Crestwood Elementary School

Brand Development + Mascot

Crestwood Elementary, home of the Cougars, has been a cornerstone of its community since 1916. Known for its legacy of excellence, diversity, and inclusivity, the school is deeply rooted in the lives of generations of families in Oldham County. With a mission to leave every child as a confident learner and empathetic, engaged community member, Crestwood sought a brand identity that reflected its values of courage, compassion, creativity, and collaboration.

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The Challenge

Crestwood Elementary’s branding was outdated and inconsistent, failing to capture the vibrant, student-centered culture and the school’s long-standing connection to the community.


The leadership team identified key issues with their current brand:

Lack of Cohesion

The branding didn’t convey the school’s mission, vision, or sense of belonging.

Missed Opportunities

Their logo and design elements lacked the professional polish needed to represent the school’s legacy and values.

A Need for Storytelling

Crestwood wanted a brand that told their story—one of high achievement, inclusivity, and community pride.


The Alchemy Collaborative Approach

  • Discovery Phase

    We began with Crestwood’s branding quiz, which provided a wealth of insight into their goals, values, and aspirations. Key takeaways included:

    • A commitment to fostering significance and belonging for all stakeholders.
    • Pride in their tradition of excellence and multi-generational legacy.
    • A desire for visuals that are creative, professional, and connected to their mission.

  • Logo Design

    The Cougar mascot, a central part of Crestwood’s identity, became the foundation for the new logo. Our design balanced tradition and modernity:

    • Symbolism: The Cougar was stylized to embody courage and community, aligning with their core values.
    • Color Palette: Using navy, aqua, and gold—colors tied to their house system—we created a bold and cohesive aesthetic that united the entire school.

  • Visual Assets and Brand Guidelines

    To ensure consistent representation, we developed comprehensive brand guidelines, including:

    • Logo variations for different uses.
    • Typography and color schemes to maintain a professional yet approachable feel.
    • Supporting graphics, such as icons and visuals for their house system, emphasizing unity within diversity.

  • Storytelling Through Design

    We emphasized Crestwood’s long-standing role in the community by incorporating elements inspired by the school’s original facade, connecting past and present. This design approach allowed us to tell a story of legacy, inclusivity, and excellence.

The Result

The new brand identity transformed how Crestwood Elementary presented itself to students, staff, and the broader community:

Unified Messaging

A polished, cohesive visual identity that reflects Crestwood’s mission and vision.

Community Connection

The logo and brand assets resonate deeply with their multi-generational community, fostering pride and engagement.

Professional Representation

Crestwood’s updated branding positions them as a forward-thinking school while honoring their rich history.


“Our new branding truly reflects who we are as a school. It’s professional, modern, and connected to our story. We’re proud to see the Cougar mascot represent our community so well!”

Your School, Your Story

Ready to elevate your school’s brand?

Let’s create something that captures your legacy, values, and vision.