Supporting Oakland’s students
Objective
MetWest High School, part of the Oakland Unified School District, offers a unique, inclusive learning environment where internships and real-world projects are central to student success. Despite its transformative impact, MetWest struggled with visibility and public perception, facing challenges in communicating its story to prospective students, parents, and district stakeholders.
Under the leadership of Dr. Shalonda Gregory, MetWest recognized the need to build a strong public image and brand identity that reflected its commitment to social justice, community, and student-centered learning. The goal was to elevate school pride internally while increasing awareness externally to attract students and community support.
Scope
Insight Gathering & Stakeholder Alignment
Visual Identity System & Logo Design
Messaging & Communications Strategy
Identity Guidelines & Toolkit
Print Collateral & School Swag
The Solution
Our approach prioritized cost-efficient, agile implementation to align with public school budget realities while maximizing impact.
Barretto-Co. partnered with MetWest to audit competing schools, gather insights from leadership, and align on a design communications strategy that would feel authentic to the school’s mission. We conducted discovery sessions and developed mood boards to explore conceptual directions and tonal approaches that resonated with staff, students, and families.
We crafted a dynamic visual identity system paired with clear messaging that celebrated MetWest’s inclusivity, mentorship, and community engagement culture. The design system included a new logo, vibrant color palette, and typography that could be used seamlessly across digital channels, print collateral, and school swag.
Impact
Barretto-Co. helped MetWest High School transform its identity into a clear, community-centered brand, amplifying its mission to prepare students for success in life and learning.
The new brand identity elevated MetWest’s visibility within Oakland, fostering pride among students and staff while positioning the school as a compelling choice for parents seeking a supportive, innovative education model for their children.
