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.

New lancer logo | Student bodies across all schools in the district voted 3 to 1 in favor of approved logo
Former lancer logo | The graphic was all but forgotten and not used in any meaningful way
Stadium synthetic turf application
Stadium signage brand application
Away football uniform design | Support graphics and type treatments related in style and concept were developed to round out the identity
Away football uniform image | Metallic silver used in grey fabric material
Spirit and fundraising poster | Pulling all program elements together in an evocative way | Multi camera image by Scott Hamilton Photography
Seasonal support materials | Game programs | Commemorative season DVD | Banquet program and portraits | Game program guide and poster