Forging the Future: A 10th Anniversary Refresh for IST

The refreshing of the International School of Texas (IST) was a comprehensive project that honored the school’s growth and evolution as it celebrated its 10th anniversary. Through my studio, I led a visual and verbal brand transformation that would position IST as a forward-thinking institution and support its expansion as it introduced a high school program for the 2024-2025 school year.

Objectives

Modernization: Refresh the school’s brand to reflect its evolving educational approach and new high school offerings.
Athletics Program Identity: Develop a unique mascot and cohesive identity for the newly established Trailblazers Athletics, aligning with IST’s values across all age groups.
Community and Legacy: Celebrate IST’s 10-year anniversary by reinforcing a strong, unified brand that could resonate across the entire school community.

Process

Brand Workshop with Key Stakeholders: I conducted an extensive branding workshop with IST’s key stakeholders, including board members, teachers, and administrators. This collaborative session helped identify IST’s core values and aspirations, which shaped every aspect of the rebrand, from visuals to messaging, ensuring community alignment and buy-in.
Trailblazers Athletics and Mascot Design: With the launch of IST’s high school program, I was tasked with creating a new athletics brand. For my first mascot design, I developed the “Trailcat”—a distinctive cougar representing the local wildlife and embodying the spirit of a trailblazer. This fierce yet approachable character now appears on everything from jerseys to the basketball court floor, and even in a commissioned mascot suit for pep rallies. To support all ages, I also designed a gentler version of the Trailcat for elementary and middle school athletics, ensuring inclusivity within the athletics brand.
Uniform Design and Brand Integration: I led the design of IST’s new school uniforms based on the updated color palette, creating a unified look that reflects the school’s modern identity and distinguishes it from other institutions. This new look for uniforms, combined with a cohesive visual identity across materials, enhanced IST’s brand consistency.
Brand Strategy and Visual Execution: Leveraging insights from the stakeholder workshop, I clarified IST’s core mission, values, and vision. I developed a new logo, modern color palette, and selected typography that communicates the school’s contemporary, forward-looking ethos.
Implementation: Rolled out the new brand across digital platforms, print materials, on-campus signage, and the athletics program, ensuring consistent visibility across all touchpoints.

Outcomes

Enhanced Recognition and School Spirit: The refreshed brand identity has significantly improved IST’s visibility and appeal within the school community and among prospective students and families. The Trailcat mascot and Trailblazers Athletics brand have also fostered a new level of school spirit, uniting students across age groups.
Community Engagement and Ownership: The collaborative branding process strengthened community involvement and pride in the new identity, with IST’s students, parents, and staff fully embracing the rebrand.
Successful Expansion: The new brand identity supported IST’s expansion to include a high school program, positioning the school as a leader in innovative, quality education.

This rebranding initiative, executed through Steuerhaus, marked IST’s 10th anniversary with a cohesive and future-ready identity. The Trailcat mascot, updated uniforms, and a comprehensive brand refresh have positioned IST to confidently enter its next decade of growth.