School Spirit, By Design
What happens when your client is actually a few hundred elementary schoolers? You get a brand full of energy and creativity. And loads of Elmer’s glue.
Spartanburg School District 7 wanted to make sure their newest elementary school’s mascot and brand felt like a part of the community. But rather than making those decisions behind closed doors, they did something different: they let the students create it themselves.
A Hands-On Lesson in Branding
We had the opportunity to turn this project into a real-world learning experience for the students. Over multiple visits, we met with the students at both schools, introducing them to branding—what it is, why it matters, and how it shapes identity and pride. We talked about color theory, the psychology behind colors, and how brands use them to communicate meaning. Then, we handed the creative process over to the students.
For the next several weeks, every student participated in brainstorming sessions. They worked in groups to develop ideas for their new mascot and pick colors that best represented their future school. The result? A flood of creative ideas and a deep sense of ownership over the process.
Turning Their Ideas Into Reality
With so many creative ideas from the students, one stood out: the Drayton Mills Dalmatians—a perfect fit with its alliteration and a nod to the nearby fire station. Once the mascot was chosen, we worked through multiple iterations, refining its expression and details based on student and faculty feedback.
To ensure consistency across the district, we anchored the palette with a deep navy and balanced it with a warm red and bright yellow that felt both energetic and inviting. But branding isn’t just about logos and colors on paper, it’s also about space. So we took it a step further, collaborating with the school’s architecture and interiors team to make sure the brand was reflected throughout the new building, from signage to school merch to hallway murals.
More Than A Brand, It’s A Legacy
At the end of the process, Drayton Mills Elementary didn’t just have a logo and a color scheme. They had a brand created by their own students, a symbol of collaboration, creativity, and community.
And that’s what branding should be—it’s not just about making something look good. It’s about making people feel like they belong.
