Chosen by the Idaho Department of Education as their agency partner for a comprehensive rebrand, we set out on a mission to transform how the department connects its constituents — all Idahoans. Driven by new leadership’s vision for renewed commitment to progress, the goal was to modernize the brand and align it with its work to meet the needs of our state’s K-12 parents, educators, administrators, and, importantly, our students.

By delving into the complex cultural and political challenges facing education in Idaho, one theme rose to the top: we all want to give our best to Idaho’s future generation of leaders and difference-makers. This would shape our strategic approach to the rebrand, starting with new department values — “Listen with intention. Lean into collaboration. Lead with integrity” — and an all-new brand visual system that would convey the department’s focus on advancing education in Idaho.