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Saint Joseph High School approached J2 Marketing with the need for a new school mascot and nickname. The existing mascot, the Indians, had received increasing criticism for being derogatory and disrespectful to Native American communities. The objective was to create a dynamic new brand and select a mascot name that would resonate positively with students, faculty, alumni, and the broader community.
The project was structured into two comprehensive phases over 11 months. The first phase focused on research, involving five detailed meetings with a Mascot Committee composed of students, faculty, and community members. The goal was to identify a new mascot name, and after extensive discussions and surveys, "The Huskies" was unanimously chosen. This phase included in-depth consultations, surveys, and strategic planning to ensure the new mascot's identity aligned with the school's values. In the second phase, the focus shifted to design. This phase was dedicated to developing the brand’s visual identity, crafting messaging, and setting the tone for the new mascot. We created mood boards and initial sketches, refining them based on feedback from Saint Joseph High School. The phase culminated in a successful brand presentation and the creation of a rollout video showcasing the new mascot.
Extensive research phase, comprehensive design phase, multifaceted logo system tailored for various applications
The rebranding of Saint Joseph High School’s mascot to The Huskies was a well-coordinated and inclusive effort, reflecting the values and spirit of the school community. The process not only resulted in a vibrant new mascot but also reinforced the unity and pride among students, faculty, and alumni.
Research Key Activities: Conducted extensive meetings and surveys to ensure all community voices were heard. Facilitated creative strategy workshops. Managed and consulted the Mascot Committee. Performed monthly surveys and analysis to guide the process. Captured the mascot tone, voice, and brand archetypes.
Design Key Activities: Created mood boards and studied husky attributes to inform the design process. Shared initial sketches with SJHS for feedback and refinement. Conducted creative workshops and logo concept meetings to hone the design. Presented the final mascot brand and a rollout production.
