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District hires BLK to lead multi-step branding process for new Waxahachie Creek High School
Summary
Consultant BLK proposed a three-part process of community forums, large committee sessions and a smaller design committee to establish colors, mascots and a repeatable branding suite for Waxahachie Creek High School and future campuses, emphasizing practical considerations for uniforms and replicability across multiple new schools.
Jonathan Aldis and Cody Jones with BLK presented a proposed three-part community-based branding process for the new Waxahachie Creek High School. The proposal calls first for open community forums (a three-night format) to gather input from students, parents, staff and community members on color paths and mascot concepts. The second phase would convene a 40-to-50-member committee with students, parents, board members and staff to work through concepts. The third phase would be a smaller, more technical committee to finalize the visual identity, color specifications, fonts and full brand suite.
Jones stressed practical constraints that districts face when choosing colors and uniforms, saying colors must work in real-world uniform production and equipment ordering. He recommended thinking beyond a single campus because the district plans multiple new high schools over time and urged the board to consider replicability and inventory logistics for uniforms and supplies.
Jones described exercises BLK uses in other districts 2d competitive analysis, color-combination applications, and mascot pathways 2d and said the process aims to produce a full branding package that could include colors, logo and implementation guidance before the high school opens. The presenters noted the advantage of engaging prospective student cohorts early so incoming students feel ownership of the brand when the campus opens.
Trustees asked clarifying questions about color commonalities and sequencing for future campuses; staff said the district would work with BLK on a schedule and community engagement plan.
Next steps: staff will coordinate BLK-led forums and committee work; the branding suite will be returned to the board for any required approvals and for public rollout planning.
