“Our team was so impressed with Rhodes Branding and everything the team accomplished in such a short amount of time. The videos were a huge hit during our summit and really put the event over the top.”
Rhodes Branding partnered with Washtenaw ISD to rebrand Career Technical Education across the county, reshaping public perception of CTE from an alternative path to a launchpad for student success. The effort helped build community understanding and support that contributed to the passage of a $25 million countywide CTE millage, securing long-term funding to expand hands-on learning opportunities for every student in Washtenaw County.
Storyline
Washtenaw Intermediate School District (WISD) partnered with Rhodes Branding in early 2025 to develop a regional CTE brand identity, messaging strategy, and creative storytelling that could unify its programs, elevate public understanding, and position CTE as a leading force in the future of education in Washtenaw County.
The partnership began with research and a Brand Immersion Workshop to better understand the CTE landscape: 9 districts, multiple program sites, and one shared mission. This preliminary work informed a messaging platform and visual identity system that could unify CTE across schools, industries, and audiences.
To capture the power of CTE in action, our team conducted a 3-day on-site video shoot at multiple CTE program locations across Washtenaw County. We interviewed students, alumni, and instructors, and filmed in classrooms, labs, and technical training spaces. The final deliverables included a flagship video, three program videos showcasing individual success stories, and cutdowns for use on social media, websites, and presentations.
Branded as "The Future Moves With Us," the new CTE identity and campaign officially launched at the 2025 WISD CTE Summit on March 18, hosted at Washtenaw Community College’s Morris Lawrence Building. Over 200 students, educators, employers, and elected officials attended the event.
WISD’s CTE brand launch marked a major milestone in aligning a region around career and technical education opportunities. It helped build momentum and community alignment in advance of a pivotal countywide CTE millage.
In November 2025, Washtenaw County voters passed a 10-year CTE millage projected to raise over $25 million in 2026 alone. These funds will expand equitable countywide access to PreK–12 CTE programs, provide earlier exposure to career pathways, and strengthen connections with local industry and postsecondary partners.
The new identity and messaging system will continue to empower WISD’s districts, schools, students, and partners to speak with one voice and inspire the broader community to see CTE as an essential education pathway propelling students toward college and career success.
