case study
the pride of a district
client
Toledo Public Schools
how we helped
- logo development
- brand identity
- strategy
- public relations
- collateral
- photography
- videography
- social media strategy and consultation
- brand management and protection
- digital and outdoor advertising
Toledo Public Schools opened Ohio’s first high school in 1853. Today, the district ranks as the fourth largest in the state, comprising 42 elementary schools and 11 high schools. Under the leadership of Superintendent Dr. Romules Durant, himself a TPS graduate of Waite High School, the district has pursued an ambitious vision for its students and community. For more than a decade, design2influence has partnered with Dr. Durant and his team to strengthen the TPS brand, elevate district-wide communications, and bring the stories of its schools, staff, and students to life.
the #TPSProud video campaign
In 2016, d2i approached Toledo Public Schools with a strategic recommendation: launch the school year with a campaign rooted in community pride. The result was #TPSProud, a video-driven initiative backed by a full suite of supporting communications materials. More than a marketing effort, the campaign became an authentic expression of the district’s culture, reflecting the teachers, staff, students, and families who define it. The impact was measurable, and the tradition endures. d2i has produced a #TPSProud campaign video every year since to open each new school year.
rebranding a district
In 2021, Toledo Public Schools entrusted d2i with a full district rebrand. The challenge was precise: honor the equity built around the “TPS Proud” identity while evolving the visual identity to reflect where the district is headed.
systemizing asset creation
With dozens of schools across the district, each with its own mascot and color palette, consistency is both critical and complex. d2i developed a comprehensive template system spanning postcards, flyers, reports, calendars, and banners, giving every school access to on-brand materials without the bottleneck of custom design requests. To extend that access further, d2i built a dedicated brand portal where teachers and staff can independently produce branded collateral on demand, keeping quality high and timelines short.
expanding reach through recruitment campaigns
Toledo Public Schools has earned recognition for its Career Tech and Magnet School programs. To grow enrollment beyond the immediate district, d2i developed targeted campaigns designed to reach families throughout the region. Each campaign encompassed display ads, emails, videos, flyers, landing pages, postcards, and social media with content tailored specifically for both parents and students to ensure every message landed with the right audience.
building identity for new academies
Toledo Public Schools is developing two career-focused academies: the Construction & Architectural Design Academy and the Brady Educator & Social Services Academy. Each new institution required a distinct identity that aligned with TPS brand standards while clearly communicating its academic focus. D2i drew on the district’s existing visual system to create a flexible identity framework that preserves cohesion across the district while giving each academy room to define its own character.
