With 80 school districts and over 2 million students, the Los Angeles County Office of Education needed to build a large scale public school health initiative to safely welcome students back to schools reopening from the pandemic. Figure originated “All In,” a multi-language branding campaign including brand standards, messaging, graphic design, iconography, social media, email, and print collateral.
With 80 school districts and over 2 million students, the Los Angeles County Office of Education needed to build a large scale public school health initiative to safely welcome students back to schools reopening from the pandemic. Figure originated “All In,” a multi-language branding campaign including brand standards, messaging, graphic design, iconography, social media, email, and print collateral.
Creative
Welcoming over 2 million students and concerned parents safely back into school after the pandemic shutdowns was a monumental task. In less than four weeks, Figure navigated a vast field of diverse cultures, languages, and economic backgrounds, multiple governmental agencies, school districts, and mental and physical health stakeholders, to quickly develop a unified messaging and identity campaign before the school year started.
We launched a campaign rooted in inclusivity, transparency, and scientific fact building a bold identity system that was adaptable over a variety of display media and trustworthy of concerned students, parents, educators, and communities.
Services Provided
– Campaign Origination
– Branding and Identity Workshops
– Project Management
– Creative Direction
– Copywriting
– Graphic Design
Creative
Welcoming over 2 million students and concerned parents safely back into school after the pandemic shutdowns was a monumental task. In less than four weeks, Figure navigated a vast field of diverse cultures, languages, and economic backgrounds, multiple governmental agencies, school districts, and mental and physical health stakeholders, to quickly develop a unified messaging and identity campaign before the school year started.
We launched a campaign rooted in inclusivity, transparency, and scientific fact building a bold identity system that was adaptable over a variety of display media and trustworthy of concerned students, parents, educators, and communities.
Services Provided
– Campaign Origination
– Branding and Identity Workshops
– Project Management
– Creative Direction
– Copywriting
– Graphic Design
Messaging
Campaign Description
We Are All In.
LACOE’s ‘All In’ is our commitment to the safety and well-being of L.A. County’s 2 million students and their families as they begin a new school year. We honor the trust you place in our schools with enhanced safety measures, increased availability of testing and vaccinations and mental health support as we navigate this pandemic. We are all in this together.
Campaign Name
All In: Schools L.A. County Can Count On
One Line Description
LACOE’s ‘All In’ is our commitment to the safety and well-being of L.A. County’s 2 million students and their families as they begin a new school year.
Tag Line
All In
Promise
We are all in.
We are all invested, prioritizing our students’ health and well-being.
We are all informed, adhering to the latest County health and safety guidelines.
We are all inclusive, embracing the diversity of our many communities and their needs.
We are all in to ensure the safest return for all students.
Identity
Given the broad spectrum of stakeholders, we designed an easy to adopt identity system that was simple and inclusive. We began with a mnemonic logo encapsulating the joy of returning to school using inclusive colors and bold, overlapping building block forms. The “i” stands out as a reminder that the community is comprised of individuals, and together, they are all in to achieve a new and healthy school year. The colorway was a hyper-saturated pallet anchored by the confident LACOE red. Yellow, aqua, and fuchsia accents add an ’80s flare of fun and self-expression. Finally, the campaign required a universal typographic identity, easy availability, and web use flexibility. Helvetica Neue met these needs along with great legibility and multiple language support.
Pillar Branding and Iconography
The branding was to be deployed across three main pillars. Welcoming back students, staff, and communities, safely navigating health protocols and best practices, and nurturing the mental wellbeing effects of the pandemic. In order for the districts and students to quickly recognize what type of messaging was being conveyed, each pillar had it’s own subset of customized icons and colorways. Character shapes were conceived from the ‘i’ in the campaign logo.
Welcoming
Safety
Wellbeing
Deployment
We developed a large scale content delivery system that utilized free software used daily by key staff across the counties 80 school districts. All content was organized into weekly themes, originated in English, Spanish, Mandarin Chinese, and Armenian, and made available through digital toolkits emailed to schools within each district. Each kit included evergreen and co-brandable campaign identity elements, printable flyers for posting on school grounds, and social media/email shareables.
Weekly Toolkits
Printable Posters
Multilingual Assets
Sharables
Stories
