Quest to Learn (Q2L) school opened in fall 2009, and frames learning around game design and cultur. Mission critical at Q2L is a translation of the underlying form of games into a powerful pedagogical model for its students. Games work as rule-based learning systems, creating worlds in which players actively participate, use strategic thinking to make choices, solve complex problems, seek content knowledge, receive constant feedback, and consider the point of view of others.

The branding of the school must simultaneously occupy two disparate spaces: that of the institutional, 'official', 'adult' worlds as well as the day-to-day life of the school and its students. It must be able to toggle between these worlds with personality and clear voice.