The Condra School
for Dyslexia Success
A comprehensive brand identity system designed to unify every touchpoint — from enrollment campaigns to campus communications — ensuring consistent, authentic representation of the Condra mission across Lubbock and the South Plains.
Why Brand Identity
Matters
Authority
The first school of its kind in the state of Texas, The Condra School for Dyslexia Success pairs Certified Academic Language Therapists with a full-time diagnostician — testing scholars as early as Kindergarten while most surrounding districts wait until 2nd grade. A fenced campus, buzz-in entry, and bullet-resistant film give families the same confidence in safety that they get in academics.
Retention
Small groups — capped at 15 in Kindergarten with an aide, 20 with two teachers in every other core class — mean scholars are known personally, not processed in bulk. Free afterschool care until 5:30 PM and a free 4-week summer program keep families connected to Condra well beyond the school day.
Growth
With 145 scholars enrolled against a target of 200 and capacity for 225, the most urgent openings are in Kindergarten, 1st, and 2nd grade. Open enrollment with no diagnosis required and no district restriction means any Texas family can say yes the moment they understand what Condra offers.
Positioning &
Strategy
The Condra School for Dyslexia Success is the free, K-5 charter school for Lubbock-area families who refuse to wait for their child to be tested — powered by Certified Academic Language Therapists, individualized instruction, and assessment that starts as early as Kindergarten.
Strategic Anchors
Top Parent Objections — Addressed
7-Day Content
Pillars
Enrollment
Funnel
Certified Academic Language Therapy in Every Classroom
Dyslexia-specific, multi-sensory instruction delivered by therapists trained for exactly this work.
Testing Starts in Kindergarten
A full-time diagnostician means scholars are tested years before most surrounding districts even begin.
Free Tuition, Free Meals, Free Afterschool
No application fee, no tuition, free breakfast, lunch, dinner, and free care until 5:30 PM.
Small Groups. Individualized Plans.
Kindergarten capped at 15 with an aide; every other grade capped at 20 with two teachers in core classes.
Logo &
Identity
Primary — Light Background
On Dark Background
Maintain space equal to the logo mark height on all sides. Never crowd or clip the mark on digital headers or print materials.
Never reproduce below 80px digital or 1 inch in print, either on light or on the teal background.
Do not stretch, rotate, recolor, or apply drop shadows or glows. Never place on low-contrast backgrounds. Always use the approved source file.
Color
Palette
Typography
- All page headlines and section titles at weight 800
- Clean and approachable — signals clarity, not clinical distance
- Minimum 18px digital — pairs with regular-weight Open Sans for body hierarchy
- Letter-spacing: tight (0 to -.01em) for headings
- All body text, captions, labels, and navigation at weight 400–600
- Weight 700–800 for strong emphasis and CTAs
- Line-height 1.65–1.8 for comfortable reading by parents scanning on mobile
- Never use italic in brand communications, except direct quotes
Imagery
Direction
Academic Instruction in Action
Scholars in small-group and one-on-one sessions with Academic Language Therapists. Prioritize natural classroom light, candid concentration, and authentic multi-sensory materials — letter tiles, manipulatives, hands-on reading tools. Avoid staged, overly posed, or generic stock-looking compositions.
Community & Confidence Moments
Showcase the joy and growing confidence of Condra scholars — afterschool program energy, robotics and gardening clubs, and genuine parent-staff connection at drop-off and tours. Images should reflect warmth, belonging, and the visible self-esteem that comes from being understood.
Voice &
Tone
Warm and Reassuring
Many Condra families arrive worried — about a diagnosis, about cost, about whether their child will ever catch up. Every message should lower that worry first, before it sells anything.
Clear and Direct
No jargon about dyslexia or diagnoses. Say plainly that no diagnosis is required, that the school is free, and what happens next — clarity is itself a form of care for these families.
Encouraging, Never Clinical
Condra talks about scholars' strengths and potential, not deficits. Even when discussing testing or intervention, the tone stays hopeful and forward-looking, never diagnostic or cold.
Rooted in Lubbock & the South Plains
Condra speaks as a neighbor, not a distant institution — grounded in the specific communities of Lubbock, Amarillo, and the surrounding Panhandle and South Plains region it serves.