Saugatuck Public Schools was in dire need of a change. Originally known as the Saugatuck Indians, this lakeshore school system opted to stop perpetuating harmful stereotypes that marginalize Indiginous Peoples and contribute to systemic racism.
Working closely with the school board, staff, and students of SPS, we concepted a new brand identity system and rollout campaign around a new name they had selected—the Saugatuck Trailblazers.
Working closely with the school board, staff, and students of SPS, we concepted a new brand identity system and rollout campaign around a new name they had selected—the Saugatuck Trailblazers.
