Samuel Schröder
Communication Designer

The Magnificent 826 — Here, anyone can be a Cowboy.

Based on research done about the city of Philadelphia, 826 as an organization, and loosely inspired by Philly’s Black cowboys, this brand identity emerged. It balances an accessible and youth-friendly approach accross print and digital applications. The square idea emerged from the windows of the store front, and adapts nicely across the system.

“826 National is a network of youth tutoring and writing centers with locations in seven cities-San Francisco, Los Angeles, Brooklyn, Boston, Chicago, Ann Arbor and Seattle. At the core of the organization is a dedication to helping students 6-18 with their English and writing skills. The idea when the organization started, back in 2002, was a simple one-provide one-on-one tutoring for students falling behind- but along the way there were some strange detours. Those detours led us to create odd storefronts that sold odder products-peg legs, robot emotions, caveman food, and space-travel underwear, among hundreds of other semi-useful things.” (

Branding, Identity