Gold Seal refers to the specialty schools and programs in Fort Worth ISD which require an application and allow the student to transfer schools. I have been involved with the marketing campaign for many years, although this year we switched things up a bit.
First, I redesigned the logo and color scheme to liven up the energy. We had previously used a more "academic" feel, with navy, red, and gold. In the context of our entire district's rebranding, I introduced one of our new brand colors, classic blue, as well as a version of our old red as an orange-pink gradient and a fun, punchy lime.
The catalog was not printed this year, as it has been in the past. I designed a document that is perfectly sized for viewing on a phone, or the full spread view looks great on a desktop computer. The document is highly interactive, with buttons to other sections of the catalog all throughout. I believe this increased our engagement by quite a bit.
I also have been proofreading and fact checking the catalog for the past two years. It is a giant project to receive new updates each year and be sure we are communicating accurately. This year's catalog was a bit of a departure organizationally as well, as I moved some sections around to make more sense with the navigation buttons. Schools did not have their own page in past year's, but a digital catalog means we can take up as much space as we want! So everyone got their own page. In the future, I'd love to expand even more so schools can provide more customized content.
From mid-October 2024 to the end of the year, the catalog stats were:
● 8,738 reads
● 5,275 clicks within the document
● 7:11 minutes average reading time
● 61% phone, 39% desktop
In addition to the catalog, marketing pieces included social media graphics, large event signage, electronic signage, flyers, bookmarks, and then created by other designers using my branding assets: promotional items, yard signs, and email blasts.
I also created the webpage for the campaign:
Read the catalog below.
Click the Español button on the first page to access the Spanish version.
Electronic billboard
Electronic billboard
Printed flyer for 8th graders
Flyers for 25 campuses, bookmarks with abbreviated info for all schools and programs
Expo Signage
