Client
TIMELINE
April 2017
INDUSTRY
- K12 Education
Services
- Branding, UI/UX, Video, Web Support
Client
Latitude High School
The Challenge
In 2017, a new Oakland charter needed a brand to recruit students and teachers while explaining project-based learning rooted in Oakland’s culture. With charters under scrutiny in California, the identity couldn’t imply superiority over district schools yet had to be rigorous, welcoming, and Oakland. Constraints: a pre-launch sprint, lean staff, sensitive imagery/language, and naming tension between “Latitude 37.8 High School” and “Latitude”.
"Design" for "authenticity" that works "locally" and "asynchronously"
Our Methodology
Illuminate
Craft
Engage
Foster
Sustain
The Solution
We delivered a place-rooted identity and website: Poppins type and a compass that nods to 37.8 without overshadowing the name. Photography shows students in Oakland; a collage style adds warmth and avoids tech-gloss. Public voice says “Latitude High School”; full name appearing when required. We launched OakLore under 378media.com as a student podcasting platform. Accessibility, governance, and analytics guided a two-year refresh using photos of current students embracing the brand.
Key
Takeaways
This case shows how a charter can earn trust amid skepticism by rooting the brand in place, showing students’ work, and building online paths; three takeaways frame governance, access, and daily practice for reuse.
- Trust rose with a place-based identity; landmarks, photos, and “Latitude High School” voice kept it local.
- Recruitment felt human and clear; segmented pages, plain language, and steady cadences guided families and teachers at every step in Oakland.
- Updates stayed simple and equitable; clear owners, 16px text, alt-text, and representation rules kept the brand steady on channels over time.
These choices scale; reuse holds, even as students and stories change.
