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Holland Public Schools

¡Son para mí!



Holland Public Schools (HPS) was facing an enrollment crisis. The district is landlocked in a community with an aging population and had been losing hundreds of students every year to local charters and neighboring districts. A series of operational and structural changes left the community with the perception that HPS was unstable and stagnant. No one was out telling the district’s success stories, so the community was left to fill in the blanks – and the narrative wasn’t accurate. 

HPS hired Truscott Rossman and branding partner Well Design Studio to bring structure and consistency to the district’s communications to families and to reposition the brand within the community as a whole. The district wanted to bust misperceptions and showcase Holland Public’s vibrant, innovative programming serving a diverse student body.


Our team led extensive research that engaged hundreds of stakeholders to learn what excites them about Holland Public and where they think the district falls short.

Armed with research insights, our task was to create a brand that brought the district’s energy, diversity and student-focused programming to the forefront. Truscott Rossman introduced an affirmational new tagline – Right for Me – bringing a personal perspective to the brand and expressing adaptability, diversity and inclusivity. That served as the foundation for TR’s messaging strategy applicable to academics and programming, schools and extracurriculars. 

Well Design Studio led development of all visual elements of the brand, transforming the image to that of a vibrant, innovative, inclusive district that serves and celebrates the individual needs of a diverse student body. Vital to the brand was a transition in the district’s approach to bilingual content. Well Design moved the district from translation to a Spanish-first process to develop nuanced and culturally appropriate messaging. From there, Right for Me became Son Para Mi’.  

Following extensive brand testing, Well Design Studio delivered a comprehensive brand manual and Canva online design profile to ensure consistent application inside and outside the classroom district wide.


The refreshed brand positions Holland Public Schools as a vibrant district that celebrates diversity and meets all students where they are.

The brand was launched publicly at the 2019 Holland Public High School commencement and has since been applied to collateral materials and a marketing campaign aimed at reframing the district’s story in the community. TR used the refreshed messaging in digital storytelling and to drive extensive traditional media coverage that built out the brand story.


“At Holland Public Schools, the breadth of programming is matched only by the diversity of the students that learn, grow and succeed here.”

“Whatever inspires your child outside the classroom, Holland Public Schools offer award-winning extracurriculars to nurture their interests and challenge them to excel.”