Matt Wehner’s connection to international schools started as a two-year family adventure and never really ended. Five years at the Western Academy of Beijing, where his wife worked in counseling and his kids grew up in a community that quickly became home, gave him a front-row seat to what makes international schools work, and where they struggle.

Working inside WAB’s in-house team across design, web, photography, and strategy, he saw the same pattern repeatedly. Strong values, clear mission, scattered story. Brand strategy built from old habits and competing voices rather than a shared foundation.

He led the development of WAB’s brand strategy, a process rooted in community listening and empathy that changed more than the visuals. It changed how people talked about the school.
That experience became School ID, built on the idea that every school deserves a story that feels true, usable, and shared by the whole community. School ID works at the intersection of international school insight and professional brand strategy, helping schools find clarity, shape identity, and connect it to community belonging.

Matt is based in Minnesota, USA and Kuala Lumpur, Malaysia, and works with international schools globally.