Repositioning MLKHS will breed confidence into students, parents, faculty, staff and community
Overview
COVID, social unrest and racial tensions––just a few reasons 2020 is a year of learning and growth––especially for educational institutions. MLKHS has obviously faced challenges––but as many brands face similar challenges, now is the opportunity to redefine (or clarify) brand values to key stakeholders. This can be accomplished by positioning MLKHS as a diverse school with a unified vision of serving students who serve others. MLKHS is already known in the community as a great school, the school name is memorable and Martin Luther King’s legacy provides a foundation for unique differentiation. The goal now is to establish a more solidified brand identity, build upon positive brand equity and consistently communicate the brand values.
Branding is not just your school’s logo (although a crucial element)––it’s how the logo, colors, typography, imagery and messaging consistently communicate the core values of your institution. It represents your ability to deliver on what you promised. Brand identity can deteriorate over time––like anything else that is neglected or left unmanaged. To avoid this, it’s important to have brand guidelines to reference as the brand grows or faces challenges. If staff or leadership changes, the brand guidelines should easily communicate the values of the institution and provide direction and motivation for stakeholders to take ownership of the brand.
The goal of this project is to improve the presentation of MLKHS’ brand identity and reenergize school pride. Let’s get Martin Luther King High School back to its roots.
Our CREATIVE Process
RESEARCH
We will start by evaluating MLKHS’ current brand identity strengths and weaknesses (we have already started this from an outside perspective). A thorough review of key demographic data and other client-provided information will be conducted. Discovery and insight meetings with key stakeholders will be scheduled as needed. Depending on administration preferences, an online brand perception survey can be sent to students, faculty, staff and parents. This survey could identify areas and opportunities for improvement. The main goal in the research phase is to identify MLKHS’ values, voice, personality and message.
2. IDEATION
Once we establish MLKHS’ values, voice, personality and message––we will start the creative process. This includes developing rough concepts that visually communicate those ideas. Three stylescapes will be developed and sent to the client for review and feedback. Stylescapes serve as measuring sticks for the client’s visual preferences. Our extensive experience in education––and marketing to high school students (and their parents)––will be valuable as we explore different stylescape concepts. The chosen stylescape will inform the visual identity and creative direction moving forward.
3. Design
Each logo will drafted using vector software with various applications and uses in mind. The goal is to produce memorable, timeless and versatile marks. For each logo (MLKHS institution, MLKHS Wolves and MLKHS Wolves wordmark), three different options will be provided. Various color applications will also be provided and client feedback will be vital during this phase. Once a logo is chosen, an entire Brand Style Guide will be developed––complete with typography recommendations for brand communications and standards for logo(s) usage.
4. Deliverables
The following deliverables will be provided:
One (1) MLKHS logo (client will choose from three provided options)
One (1) MLKHS Wolves logo (client will choose from three provided options)
One (1) MLKHS Wolves wordmark (client will choose from three provided options)
One (1) Stationery Package (includes letterhead, envelopes and business card template)
One (1) Brand Style Guide
Total project investment: $23,500
Project is estimated to be completed in three months.
Please note other creative services can be requested as needed: photography, videography, brochures, digital marketing, social media marketing, etc.
