Kalamazoo RESA (Regional Educational Service Agency) exists to transform lives by inspiring educational excellence across Western Michigan. It provides a continuum of services for students, families, school districts, and communities. At a pivotal moment of growth, KRESA engaged Circa Brand Agency to unify its expanding Centers of Excellence, which had become siloed and disconnected from the main brand and the Kalamazoo RESA Foundation, which funds its growth.
The goal was to create cohesion through a unified brand system that clarified the relationship between all entities. Key deliverables included refreshed branding for the Kalamazoo RESA parent brand, the 5 Centers of Excellence sub-brands, and the Kalamazoo RESA Foundation.
The brand system was built around a metaphor of transformation and growth. The new KRESA emblem features layered symbolism—books and leaves representing knowledge and growth, all connected by a subtle “K” in the negative space. These elements inspired the visual identity of each Center, whose emblems reflect their unique services.
A comprehensive brand guideline was developed with deep collaboration from KRESA’s in-house design team. The result is a scalable, cohesive system that’s easy to apply across a wide range of programs, making the organization’s impact both clear and compelling.
