Over the past decade, Oklahoma City has experienced a civic renaissance. But as the status of our city has risen, our public schools have struggled to ride the wave. After more than a decade of changing leadership and tough challenges, a bold new vision and dedicated superintendent are leading the district toward its most transformational season in 25 years.
Teachers are the true brand ambassadors
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.
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.
Bringing the Brand to Life
Oklahoma’s state bird, the scissortail flycatcher, has become emblematic of Oklahoma City’s 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 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.
Impact
"When selecting a creative firm to support this project it was very important to us to find the perfect fit; we wanted a group who understood Oklahoma City, the history of OKCPS, the non-profit public sector and could keep our students and teachers in mind throughout the process. The ICG team was amazing – they truly understood our goals and vision for this project. If I had to go back and do it all over again, I would choose ICG again, hands down."