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[Morristown, NJ, September 12] – Smith Design is excited to announce our collaboration with Alfred Vail Elementary School and Levitate Creative Services on a vibrant new mural for Alfred Vail Elementary School’s cafeteria. The mural is designed to infuse the space with creativity, optimism and storytelling, transforming the cafeteria into a dynamic environment where students can find inspiration and joy.
Smith Design is a full-service strategic brand design agency with over 45 years of experience creating breakthrough visual and verbal solutions, from strategy, packaging and identity work to complete omnichannel activations. Smith Design is dedicated to supporting many local organizations. “Since being founded in 1978 by James and Laraine Smith, giving back has always been a fundamental part of our culture, especially within the school community. While Smith Design contributes our time and efforts to various global and local initiatives, schools hold a very special place in our hearts,” explains Jenna Smith, Smith Design President & CEO.
So, when Alfred Vail Elementary School reached out to Smith Design with a request to create a mural dedicated to the outgoing (2010-2024) principal, Janet Kellman, the Smith Design team was more than excited to take on the project and help bring the mural to life.
“We had known that discussions about having a mural in the cafeteria had been going on for years, but the project was never implemented. So, we decided that this was the year we had to get it done – specifically because Janet Kellman was retiring and we thought that it would be a great way to make her lasting impression on the school and community. We had seen the mural painted in Morristown at End of Elm and we found out that it was done by Smith Design so we decided to contact them and we are so happy that we did because we had no idea how to go about getting a mural painted in a school and they just helped us step by step get it done,” enthuses Marissa Deysel, Co-President of Alfred Vail Home School Association (HSA).
Outgoing Principal Janet Kellman wanted to create a magical arena or space in the cafeteria which is very often institutionalized, to soften it, brighten it and make it a very happy place for the students.
Smith Design President & CEO, Jenna Smith, Senior Designer Becki Murray, Digital Marketing Coordinator Sara Bellog, and Director of Account Management Tim Williams played key roles in managing the mural project from start to finish in collaboration with Alfred Vail HSA Co-Presidents Marissa Deysel and Laura Mileo, as well as outgoing Principal Janet Kellman.
Smith Design was excited to bring our team together for this project. Senior Designer Becki Murray worked with our summer Design Interns to develop a distinctive artistic style for the mural. The collaboration and creativity of the team were crucial in shaping the mural’s unique design.
Becki Murray, Senior Designer, shared, “After our discussions with Alfred Vail and their team, I worked closely with our team to brainstorm and map out the layout of the cafeteria, ensuring the mural would effectively tell Alfred Vail’s story.”
The Smith Design team worked in brainstorm sessions to create a story and initial sketches that incorporated key elements requested by the Alfred Vail team, such as the ‘Kindness Tree,’ ‘Mindful Moments,’ and their school song, among other personalized touches. These elements were intended to make the mural a meaningful addition to the space where students gather.
Included are some of the initial design sketches that formed the foundation for the mural’s storytelling. The designs were then refined and presented to Alfred Vail for feedback and approval from the HSA.
One of the key challenges the teams faced was working with the expansive space while accommodating various fixed elements, such as doors, windows, light switches, and more which influenced the design, so making sure to keep that in mind when designing was important.
After incorporating feedback and finalizing the design, the Smith Design team, in collaboration with Levitate Creative Services, brought the mural to life. This vibrant artwork transforms the cafeteria into a space of inspiration and joy, honoring Principal Janet Kellman’s legacy. The mural’s dynamic design and personal touches reflect the school’s spirit, making the cafeteria a bright and uplifting place for students to gather and thrive.
“I think what this mural represents for the children is themselves. I think that when they are eating lunch or walking through the cafeteria they look up and they think ‘hey that’s me, that’s something that I did, that’s something that I saw, that’s something that I experienced at Alfred Vail and we hope that this has a lasting effect on children attending Alfred Vail for years and years to come,” concludes Marissa Deysel, Co-President of Alfred Vail HSA.
Team members at Smith Design volunteered their time and efforts to painting the Mural: Jenna Smith, Jason Schwerdt, Tricia Trozzi, Melissa Mullin Sadowski, Miles Hoffman, Ben Ake, Brian Greenhalgh, Grace Peluso, Becki Murray, Sara Bellog, Mark Errichetti, Suzanne Trowbridge, Mike Doyle, Rob Vieira, Julianne Brown, Elana Iaciofano, Allen Gaoiran, and Summer 2024 Design Interns Julia Kenny and Rachel Moss.
“When all these sketches were on paper and we were reviewing ideas for the design, to see it now fully at actual size, standing in the middle of it, it is truly amazing!” exclaims Mark Errichetti, Director of Production
“It went from barren to beautiful in a heartbeat. It is a beautiful symbolic representation of many of the beliefs that we have here at Alfred Vail as well as many of the activities that we participate in. When people walk into the cafeteria, the message I would want them to understand is that Alfred Vail is a wonderful place. Most importantly the kiddos – how can you be unhappy in this environment!” says Janet Kellman, Outgoing Principal.
Smith Design is honored to have contributed to this historic tribute for Outgoing Principal Janet Kellman. We hope this mural adds color, joy, and creativity to the everyday lives of the Alfred Vail Elementary School community and beyond!
At Smith Design, our culture is rooted in caring. We make a conscious and collective effort to translate our values into actions that benefit our staff, our clients, our community and our environment.
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