Branding

Powerful branding + effective communications strategy = renewed sense of pride and love for a school.

After decades of using the same mascot logo and school seal, Evanston Township High School District 202 no longer felt that the way they were viewed matched the dynamic nature of the school. I led a Branding & Signage Initiative to guide the development of a new ETHS brand and improve signage in the school building and around campus. Our goal was to develop a clearly defined brand identity that would build on the school’s legacy, convey a sense of pride and current school culture, and attract new supporters. Partnering with Glantz Design, I was responsible for planning and managing the branding initiative, providing design expertise, and actively coordinating a public outreach strategy and research process that led us to the refreshed brand concepts. The brand was updated with a revised seal that centered around the iconic school building to emphasize the school’s unique diversity and excellence while conveying a sense of heritage as Evanston’s only public high school. The mascot logo received aesthetic enhancements, like fixing the Wildkit’s crossed eyes, and was updated to give it a more fierce and modern feel without losing its unique visual legacy. We provided the school with a brand book that outlined the new visual identity system and guidelines and provided print collateral and digital templates to be used by anyone within the organization.

Deliverables:

Project Management
Public Outreach Strategy
Stakeholder Engagement
Creative Direction / Supplemental Design
Brandbook and Collateral Materials
Communications Strategy
Email Campaign
Social Media Campaign

Results:

Through the implementation of public outreach strategies, we built a broad network of supporters to help champion the launch of the school’s new brand and logos. A record number of respondents across all stakeholder groups participated in public surveys regarding the project, showing interest in voicing an opinion and having buy-in for the outcome. The new brand was well-received and will leave its mark for generations to come as is evidenced by the use of the revised mascot logo and seal throughout the school building and on athletic gear and school apparel.