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In recent years, there has been an increase in school models that use technology to deliver personalized learning (PL) experiences for students. Still, few studies have investigated PL in K-12 contexts, with no studies to date examining the implementation and evolution of PL models over time. This qualitative case study uses Activity Theory to understand how and why a particular PL school evolved from its inaugural year through its third year of implementation. Findings indicate that the school exhibited substantive changes in organizational practice. These changes were rooted in: (1) a disconnect between vision and practice; (2) the implementation of a “No Excuses” model and the school-level prioritization of accountability; and (3) the reprioritization of PL.