To coincide with its move to a new state-of-the-art facility, HSPVA, a premier creative arts high school, enlisted Gensler to update the school’s visual identity to reinforce its core mission while refining its perception and image. The new brand identity’s vertically shifted letterforms emphasize the school’s focus on performing and visual arts, representing how the school pushes boundaries as well as the creative nature of the curriculum. Floor-to-ceiling environmental graphics boldly identify each department, while exterior signage makes an impact on the Houston streetscape.