Under the leadership of Dr. Frank Rodriguez, named the South Carolina 2025 Superintendent of the Year, BCSD partnered with Rhodes Branding to develop a new visual identity and brand strategy that better reflects the district’s commitment to innovation, excellence, and student success.
The partnership began in August 2023 with extensive research and discovery to understand the community’s unique characteristics and aspirations. Rhodes Branding conducted surveys, focus groups, and a brand immersion workshop with students, parents, staff, and community members.
Our creative team developed a comprehensive brand strategy, two visual identity concepts, and two tagline options using insights gathered from the discovery phase. The BSCD team then invited feedback from the community through a voting platform. Finally, in early July 2024, the BSCD board approved the majority-approved logo and tagline for an official launch ahead of the 2024-25 school year.
The final concept and tagline were carefully crafted to honor BCSD’s coastal connection, symbolizing the district’s regional pride and dedication to innovation. The visual identity highlights three key elements: community, location, and a commitment to excellence. We chose shades of blue and yellow to evoke a sense of trust, dependability, and professionalism. The design and color choices strike a balance between approachability and formality, ensuring BCSD stands out among educational institutions. Once approved, our team prepared a comprehensive brand toolkit with brand and messaging guidelines and a suite of templates and materials for BCSD to streamline and ensure consistency and cohesion in all future brand-related materials.
Coinciding with the first week of the 2024-25 school year, BCSD unveiled its new brand during a multi-phase rollout event from July 31 to August 7, 2024, which included:
• An animated rollout video showcasing the new brand.
• A flagship video commercial featuring BCSD culture.
• A dynamic social media campaign to generate excitement and awareness with #ShowMeBCSD.
• Distribution of BCSD-branded gear to students and staff.
The comprehensive rebranding initiative has positioned BCSD to remain a leader in K-12 education in South Carolina. By authentically representing its core values and unique attributes, BCSD is well-equipped to attract future generations of students, staff, and families.
