Brand Clarification, Architecture and Strategy: Brooklyn Center Community Schools
The challenge
Brooklyn Center Community Schools (BCCS) has long been a leader in addressing equity and opportunity, becoming the first school district in Minnesota to adopt the Community Schools model. This model seeks to eliminate barriers to learning often found in systemically disadvantaged communities. As a full-service community school district, BCCS provides physical and mental health services, food resources, immigration support, guidance navigating complex systems and so much more. BCCS partnered with CESO Communications to clarify its brand and communication strategies, aligning its strong sense of community with its reputation and uncovering a future-forward vision for its schools.
Our approach
We’re not a community on the fringe. We’re a community moving toward a center.
Discovery workshops and student listening forums were used to develop a well-rounded view of the district’s challenges and successes. With an emphasis on student voice, student involvement in the uncovering of their brand was imperative. These sessions also became opportunities for staff and students to view their individual perspectives through a different lens, often providing valuable insights for problem-solving and pathways for collaboration.
Our strategic approach helped Brooklyn Center Community Schools find inspiration within a brand archetype that aligned with their unique values, personality and vision for the future. As fearless challengers of the status quo and champions of the marginalized, individuals like Bryan Stevenson and Dr. Martin Luther King Jr. stood as examples of their bold brand voice.
We Stand Front and Center
We helped BCCS develop a unifying idea that became the foundation of their new brand platform – “We stand front and center.” Since its implementation in 2020, the brand idea has become a rallying cry for BCCS and its students, filling the hallways and classrooms across its schools. Designed to be open-ended, the rallying cry allowed students and staff to take ownership and expand its reach.
The time to be bold is now
Bold strategy requires a bold delivery. We designed a resolute identity that used elements from the past and put their voice on center stage, giving students and staff a powerful toolkit for their transformative messages. No stone was left unturned as nearly every aspect of the identity was thoughtfully designed to align concisely with their values and mission. It’s an identity that serves a community and a cause, providing a framework for their enduring and fearless spirit.
Readying its bow, the redesigned Centaur has a powerful message to deliver. We reimagined the iconic mascot, giving it new meaning as a bold truth-teller capable of delivering a powerful jolt to the status quo. ”Our mascot is a simple yet modern Centaur and is meant to evoke bravery and courage – both brand values. Intentionally gender-neutral, energetic lines communicate action and a readiness to affect change while a lightning bolt depicts a force that helps create well-rounded, global citizens.”
A design system created in the image of the community
Bold and diverse, the new identity system reflects the contrasting make up of the community. It was designed to highlight the community’s diversity by mixing and matching font combinations, creating a blended appearance that distinctively sets them apart. With seemingly endless combinations, the identity always remains fresh.
Our work did not end with the new graphic identity. The next step was implementation. We worked with BCCS to unveil the brand in every corner of its buildings, from large signage installations and decals to business cards and letterheads; and a new apparel site available for students, staff and families to purchase gear representing the brand further reinforces Brooklyn Center’s bold new vision. Each day, the community is surrounded by affirming messages that remind them of who they are and that they belong.
BCCS today
The 2020 rebrand laid the foundation for the district’s mission, vision and core values, unveiled in 2021. BCCS builds on this brand every day through robust communications supported by CESO Communications that have created a strong connection between the district and its community while giving students and staff a sense of pride, ownership and passion for their community school.
Our impact
Brooklyn Center, MN
- 2019-present (brand work completed in 2020)
- Services provided as part of this project:
- Brand clarification, architecture and strategy
- Community Engagement
- Creative & Digital
Additional services provided with BCCS:
- Ongoing Communications Support
- Creative & Digital
- Enrollment Marketing
- Partnership and Support
- Strategy & Planning
- Strategic Planning
- Website Redesign
- Bond & Levy Elections