With a bold new strategic plan driven by a dynamic new superintendent, California’s third largest high school district is tackling some large problems. They needed a brand positioning and identity that was indicative of their bold new direction, and they also needed to combat a poor reputation. Orloff Williams recommended turning their negatives into positives by proudly embracing their size and diversity as being representative of the opportunity and diversity in Silicon Valley—an all-inclusive high school experience that prepares students for the real world. Their name was even tweaked to “East Side High School District Silicon Valley” to reinforce this association.
Orloff Williams supported this brand launch with a coordinated redesign of 11 school websites, social media infrastructure, print collateral, as well as community and media relations.