Supporting Oakland’s students
Objective
MetWest is a small, public high school within the Oakland Unified School District (OUSD). Led by a dynamic principal, Dr. Shalonda Gregory, who recognized the importance of building school pride and public awareness via boosting public image, a partnership was formed to shift public perception of MetWest and its unique culture, building on the history and legacy of education in Oakland.
Scope
Insight Gathering & Strategy
Visual Identity System & Toolkit
Identity Guidelines
Marketing Communications
Swag
The Solution
As the first Big Picture Learning School established on the West Coast, MetWest students have the unique opportunity to learn through internships where they create rigorous, real-world projects. Learning must be based on each student’s interests and needs.
Barretto audited competing high schools, uncovered insights, and presented a design communications strategy to leadership alongside moodboards capturing conceptual directions and tonal approaches to the school’s new public image.
With consensus, a cost-efficient and agile approach was conducted in the launch of the new identity.
