HOW DO YOU IGNITE PRIDE INSIDE A SCHOOL DISTRICT TO CHANGE ITS REPUTATION ON THE OUTSIDE? YOU SEEK INPUT AND INVOLVEMENT FROM A BROAD CONSTITUENCY. YOU DEFINE MISCONCEPTIONS. YOU RECREATE THE BRAND.
With evident changes happening in a positive way within a school district that had long been neglected, and with the active momentum of community support, a rebrand of the district became an affirmation of a community’s pride. Rarely does a brand identity designer get to have such immediate, direct, and visible impact from his/her work. What started out as a brand identity project turned into a four year commitment. This included heading up a booster club on a state ranked football team to leading branding workshops across all district constituencies. New brandmarks were created for both the district offices and lancer school and club activities. The town name, Irondequoit, was re-introduced into the district and school naming protocol for clarity of location and origination. Seeing the lancer logo every day in the community where I live, worn with pride and fashioned into hoodies, blankets, banners, and helmets, is pretty cool.