In October 2021, Portland Public Schools (PPS) was selected as one of eight U.S. school districts to receive an $8.2 million, five-year grant from the Wallace Foundation. This funding aimed to develop an equity-centered pipeline for hiring and training principals, reinforcing PPS's commitment to racial equity and social justice.
The initiative focused on preparing and training principals to promote racial equity and inclusiveness within Portland schools, serving as a model for other districts regionally.
This grant was part of a broader effort by the Wallace Foundation to support educational equity by developing principal pipelines to prepare effective school leaders.
At Marketing Box, we were chosen by PPS to embark on this journey together, tasked with bringing this vision to life through a comprehensive brand identity that would resonate with the community and reflect the transformative goals of the initiative.
In October 2021, Portland Public Schools (PPS) was selected as one of eight U.S. school districts to receive an $8.2 million, five-year grant from the Wallace Foundation. This funding aimed to develop an equity-centered pipeline for hiring and training principals, reinforcing PPS's commitment to racial equity and social justice.
The initiative focused on preparing and training principals to promote racial equity and inclusiveness within Portland schools, serving as a model for other districts regionally.
This grant was part of a broader effort by the Wallace Foundation to support educational equity by developing principal pipelines to prepare effective school leaders.
At Marketing Box, we were chosen by PPS to embark on this journey together, tasked with bringing this vision to life through a comprehensive brand identity that would resonate with the community and reflect the transformative goals of the initiative.
In October 2021, Portland Public Schools (PPS) was selected as one of eight U.S. school districts to receive an $8.2 million, five-year grant from the Wallace Foundation. This funding aimed to develop an equity-centered pipeline for hiring and training principals, reinforcing PPS's commitment to racial equity and social justice.
The initiative focused on preparing and training principals to promote racial equity and inclusiveness within Portland schools, serving as a model for other districts regionally.
This grant was part of a broader effort by the Wallace Foundation to support educational equity by developing principal pipelines to prepare effective school leaders.
At Marketing Box, we were chosen by PPS to embark on this journey together, tasked with bringing this vision to life through a comprehensive brand identity that would resonate with the community and reflect the transformative goals of the initiative.
When we were first introduced to the Racial Equity Center Pipeline Initiative (RECPI), a newly established initiative under the Portland Public Schools (PPS) umbrella, we saw a brand with immense potential waiting to be brought to life.
When we were first introduced to the Racial Equity Center Pipeline Initiative (RECPI), a newly established initiative under the Portland Public Schools (PPS) umbrella, we saw a brand with immense potential waiting to be brought to life.
When we were first introduced to the Racial Equity Center Pipeline Initiative (RECPI), a newly established initiative under the Portland Public Schools (PPS) umbrella, we saw a brand with immense potential waiting to be brought to life.
Our mission was simple but ambitious: to create a brand that not only defined RECPI’s core purpose but also made it stand out in a crowded space. We didn’t just want to design a logo; we set out to develop a complete visual, verbal, and motion identity that would help RECPI carve out its unique voice in the ongoing conversation about equity.
Our mission was simple but ambitious: to create a brand that not only defined RECPI’s core purpose but also made it stand out in a crowded space. We didn’t just want to design a logo; we set out to develop a complete visual, verbal, and motion identity that would help RECPI carve out its unique voice in the ongoing conversation about equity.
Our mission was simple but ambitious: to create a brand that not only defined RECPI’s core purpose but also made it stand out in a crowded space. We didn’t just want to design a logo; we set out to develop a complete visual, verbal, and motion identity that would help RECPI carve out its unique voice in the ongoing conversation about equity.
Development:
Development:
Development:
Turning Racial Challenges Into Creative Equitable Opportunities
Turning Racial Challenges Into Creative Equitable Opportunities
Turning Racial Challenges Into Creative Equitable Opportunities
From the get-go, we knew this wouldn’t be a walk in the park. We had a ton of creative feedback, a lot of cooks in the kitchen, and let’s just say... a fair amount of back and forth.
From the get-go, we knew this wouldn’t be a walk in the park. We had a ton of creative feedback, a lot of cooks in the kitchen, and let’s just say... a fair amount of back and forth.
From the get-go, we knew this wouldn’t be a walk in the park. We had a ton of creative feedback, a lot of cooks in the kitchen, and let’s just say... a fair amount of back and forth.
We started with the logo—no small feat. RECPI wanted to hold on to some elements from the PPS brand, including the logo itself and the colors.
We started with the logo—no small feat. RECPI wanted to hold on to some elements from the PPS brand, including the logo itself and the colors.
We started with the logo—no small feat. RECPI wanted to hold on to some elements from the PPS brand, including the logo itself and the colors.
We played with those elements but gave them the warm and diverse twist that they needed to stand apart.
The end result? A logo identity that blends familiarity with a fresh perspective.
Next up, is the brand film. The goal was clear: explain what RECPI does, how its internal processes work, and the massive impact it has on equity across the nation. We crafted a visual story that was more than just a talking head (thank goodness)—it was a dynamic, engaging way to communicate RECPI’s mission and how it’s changing the game.
Along with the film, we developed two one-page websites to help communicate the initiative's purpose clearly and concisely. These were designed to support the video and make sure RECPI’s story was told loud and clear.
We played with those elements but gave them the warm and diverse twist that they needed to stand apart.
The end result? A logo identity that blends familiarity with a fresh perspective.
Next up, is the brand film. The goal was clear: explain what RECPI does, how its internal processes work, and the massive impact it has on equity across the nation. We crafted a visual story that was more than just a talking head (thank goodness)—it was a dynamic, engaging way to communicate RECPI’s mission and how it’s changing the game.
Along with the film, we developed two one-page websites to help communicate the initiative's purpose clearly and concisely. These were designed to support the video and make sure RECPI’s story was told loud and clear.
We played with those elements but gave them the warm and diverse twist that they needed to stand apart.
The end result? A logo identity that blends familiarity with a fresh perspective.
Next up, is the brand film. The goal was clear: explain what RECPI does, how its internal processes work, and the massive impact it has on equity across the nation. We crafted a visual story that was more than just a talking head (thank goodness)—it was a dynamic, engaging way to communicate RECPI’s mission and how it’s changing the game.
Along with the film, we developed two one-page websites to help communicate the initiative's purpose clearly and concisely. These were designed to support the video and make sure RECPI’s story was told loud and clear.
Results?
Results?
Results?
A Fresh Identity and Stronger Foundations
A Fresh Identity and Stronger Foundations
A Fresh Identity and Stronger Foundations
The project came with some bumps in the road—when you’re working with big ideas and even bigger feedback loops, that’s to be expected. But in the end, we achieved what we set out to do: deliver a logo and brand film that the client was excited about. Although the final video didn’t get the public launch it deserved due to some organizational changes at PPS, we created a solid foundation for RECPI to build on.
The project came with some bumps in the road—when you’re working with big ideas and even bigger feedback loops, that’s to be expected. But in the end, we achieved what we set out to do: deliver a logo and brand film that the client was excited about. Although the final video didn’t get the public launch it deserved due to some organizational changes at PPS, we created a solid foundation for RECPI to build on.
Handling extensive feedback, working with creative limitations, and taking abstract concepts like “visual weight” and turning them into something that made sense to the client—it was all part of the journey. We learned the power of visual storytelling and how to make clients see the value in design choices they might not have initially understood.
Handling extensive feedback, working with creative limitations, and taking abstract concepts like “visual weight” and turning them into something that made sense to the client—it was all part of the journey. We learned the power of visual storytelling and how to make clients see the value in design choices they might not have initially understood.
Conclusion:
Conclusion:
Conclusion:
A Brand Ready for What’s Next
A Brand Ready for What’s Next
A Brand Ready for What’s Next
While we didn’t get to see the video shared with the public, we’re proud of what we achieved. RECPI now has a clear visual and verbal identity that speaks to its mission and increases its brand reputation for PPS.
And the best part? We helped them overcome some of the biggest challenges they faced in building a brand from scratch.
What’s next for RECPI? We’re hopeful that, once the internal transitions at PPS settle, RECPI will have the opportunity to continue building on the momentum we created. As for us at MKTBOX, we’re ready to take on whatever comes next with the same creative energy and enthusiasm that drove this project forward.
While we didn’t get to see the video shared with the public, we’re proud of what we achieved. RECPI now has a clear visual and verbal identity that speaks to its mission and increases its brand reputation for PPS.
And the best part? We helped them overcome some of the biggest challenges they faced in building a brand from scratch.
What’s next for RECPI? We’re hopeful that, once the internal transitions at PPS settle, RECPI will have the opportunity to continue building on the momentum we created. As for us at MKTBOX, we’re ready to take on whatever comes next with the same creative energy and enthusiasm that drove this project forward.
While we didn’t get to see the video shared with the public, we’re proud of what we achieved. RECPI now has a clear visual and verbal identity that speaks to its mission and increases its brand reputation for PPS.
And the best part? We helped them overcome some of the biggest challenges they faced in building a brand from scratch.
What’s next for RECPI? We’re hopeful that, once the internal transitions at PPS settle, RECPI will have the opportunity to continue building on the momentum we created. As for us at MKTBOX, we’re ready to take on whatever comes next with the same creative energy and enthusiasm that drove this project forward.
And we think we’ve done just that with RECPI. So, here’s to the next chapter. We can’t wait to see where this brand goes from here!
And we think we’ve done just that with RECPI. So, here’s to the next chapter. We can’t wait to see where this brand goes from here!
And we think we’ve done just that with RECPI. So, here’s to the next chapter. We can’t wait to see where this brand goes from here!
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