United Charter High School for
Advanced Math & Science III
A complete brand identity system built to unify every enrollment touchpoint, from digital campaigns to campus communications, for a Brooklyn high school where 100% of students graduate on time and every scholar is known by name.
Why Brand Identity
Matters
Credentials & Achievement
One hundred percent of AMS III students graduate on time, every year. The school offers three focused engineering pathways — general engineering, biomedical sciences, and computer sciences — plus AP courses in Calculus AB & BC, Computer Science Principles, Research, and Seminar. Dual enrollment partnerships with Monroe University and St. Francis University give students a genuine head start on college credit before they receive their diploma. Eighty-two percent of AMS III graduates persist three or more semesters in college, surpassing the national average.
Culture & Retention
AMS III is a small school by design. With 265 students and a 1:25 student-to-teacher ratio, every student receives personalized attention from the same team of counselors and administrators from 9th grade through graduation. Advisory periods run daily, keeping the same small group of students together for four years and building the kind of trust and belonging that families remember long after graduation. The nurturing, family-like environment is consistently the top reason families choose and stay at AMS III.
Growth Opportunity
AMS III currently enrolls 265 students against a target of 350 and a full capacity of 400. Grades 9 and 11 have the greatest number of open seats. With a March 31, 2027 application deadline, a 24-hour acceptance turnaround, and a tuition-free model serving Brooklyn families, the school is positioned to welcome at least 85 additional students. A consistent, compelling brand identity turns parent curiosity into scheduled tours and completed applications before seats are filled.
Positioning &
Strategy
United Charter High School for Advanced Math & Science III is the tuition-free Brooklyn high school for families who want rigorous academics, real engineering pathways, and a community that treats every student as an individual — guided by educators who follow your child from 9th grade to graduation, supported by three STEM pathways, AP courses, dual college enrollment, and championship-level athletics.
Strategic Anchors
Top Parent Concerns — Addressed
7-Day Content
Pillars
Enrollment
Funnel
Three Engineering Pathways
General engineering, biomedical sciences, and computer sciences give every AMS III student a focused, career-connected academic track built for college and 21st-century careers. Project Lead the Way courses add hands-on depth to each pathway.
AP Courses & Dual Enrollment
AP Seminar, Research, Calculus AB & BC, Computer Science Principles, Physics, and more are offered alongside dual enrollment partnerships with Monroe University and St. Francis University, so students earn real college credit before graduation.
Small School, Full Support
Daily advisory, weekly office hours with every teacher, cohort counselors covering two grade levels each, literacy and math intervention, an integrated ENL program, and special education services ensure no student is left without help.
Scholar Athletes & Campus Life
The majority of AMS III students are scholar athletes who compete on award-winning teams. Boys football won the PSAL Championship. Girls sports, clubs, and a full after-school program run daily until 5:15 at no cost to families.
Logo &
Identity
Primary — Light Background
Reversed — Dark Background (filter: invert)
Maintain a minimum clear space equal to the height of the crest mark on all four sides. Never crowd the logo with adjacent text, imagery, or decorative elements, especially on digital headers, social media profiles, and print materials.
Never reproduce the logo below 80px wide on screen or 1 inch wide in print. On dark or primary-colored backgrounds, always apply filter: brightness(0) invert(1) so the mark renders cleanly in white. Never use a low-resolution version.
Do not stretch, rotate, skew, recolor, or add drop shadows or glows to the mark. Never place the logo on a background that creates low contrast. Always use the approved source file and maintain the crest's proportions at every size.
Color
Palette
Typography
- All page headlines and section titles at weight 700–800
- Communicates precision, innovation, and STEM-forward authority
- Minimum 18px digital — letter-spacing tight at -.01em for headings
- Use weight 900 sparingly for hero-level display text only
- All body text, captions, labels, and navigation at weight 400–500
- Weight 600–700 for subheadings, strong emphasis, and call-to-action text
- Line-height 1.65–1.8 for comfortable long-form reading
- Weight 300 (light) reserved for large-format pull quotes and statistics only
Imagery
Direction
STEM and Academic Excellence in Action
Prioritize authentic, candid moments: students working through Project Lead the Way labs, engaging in AP Calculus or Computer Science coursework, collaborating on biomedical or engineering projects, and using 1:1 Chromebook and MacBook technology. Show real concentration, real collaboration, and real problem-solving. Avoid staged or stock-style compositions. Natural classroom light and close-up detail shots of hands-on work convey the rigor that defines AMS III.
Community, Pride & Scholar Athletes
Capture the joy, diversity, and determination of the AMS III family: PSAL Championship celebrations, advisory group moments that show the four-year bond between students and staff, after-school clubs in action, girls volleyball and flag football energy, and graduation ceremonies where every student crosses the stage. Images must reflect dignity, belonging, and genuine school pride. This community earns its pride through real effort and real achievement every single day.
Voice &
Tone
Nurturing and Personal
AMS III communicates the way its staff actually operates: with warmth, care, and genuine investment in every individual student. Every message should feel like it comes from a school that already knows your child, because the team is built to do exactly that. Tone is encouraging without being generic, personal without being informal.
Rigorous and Ambitious
AMS III is STEM-focused and project-based, with AP courses, dual enrollment, and three engineering pathways. The voice reflects that ambition clearly and without apology. Families should understand from the first sentence that this school holds students to high standards because it believes every student can meet them, and has the outcomes to prove it.
Proud and Specific
100% on-time graduation. PSAL Championship football. 82% college persistence. Dual enrollment with two universities. These are not generic claims. AMS III communications lead with real, specific accomplishments and let the facts carry the message. Avoid vague superlatives. Specificity is the most credible form of confidence a school can project.
Inclusive and Welcoming
The mission of AMS III is to provide a rigorous, high-quality education to all students regardless of academic background. The voice reflects that commitment openly. Communications speak to every family in Brooklyn, not just families with students who already excel. The message is: your child belongs here, and we are ready to meet them where they are and take them further than they imagined.