The need to unify a large and diverse district
The goal of the project was to inspire greatness by creating a unifying brand for the largest school district in the state of Oklahoma – spanning 66 schools and more than 45,000 students.
Teachers are the true brand ambassadors
Through an extensive brand discovery process, we learned that few people feel strong affection for the district itself. Instead, the deepest connection is felt between the people closest to you – the dedicated teachers at your neighborhood school.
Insights from discovery sessions directly drove our creative decision making. We needed to create a brand that makes teachers proud.
Bringing the Brand to Life
Oklahoma’s state bird, the scissortail flycatcher, has become emblematic of Oklahoma City’s rise.
The new mark makes use of the familiar symbol. It’s a bird that’s in motion and on the rise. The wings are presented as pages of a book – suggesting not only learning and education, but the district’s collective history and the chapters yet to be written. Colorful feathers represent our district’s beautiful diversity and Oklahoma’s legendary sunsets.
The Big Reveal
The brand was launched at Convocation, a full-staff pep rally held each year before the fall semester begins. With over 5,000 teachers, administrators and staff in attendance and several inspiring speakers, the energy was high. The brand was revealed with a video on a 30-foot screen to roaring applause and positive feedback throughout the news and social media.