The partnership kicked off in mid-December 2023 with research and discovery, followed by the distribution of a creative survey for the elementary schools’ administration, teachers, and staff to share insights on their schools’ unique ethos. 

Our creative team then developed each school’s personality traits and two variations of the main ‘puppy’ wolf design for each of the 10 schools. We handed it over to the elementary students to make the final choices – after all, it was their feedback to the Superintendent about a desire to “be a wolf” that drove the project! In late February, Dothan City Schools distributed coloring sheets of the two designs for each school, and students colored in their favorite puppy image. The majority votes won.

From there, the individual wolf pup logos came to life with the school colors and personality – from backpacks and sunglasses to superhero capes. 

In late April, our team joined in the brand launch celebration, which featured a traveling pep rally. A district bus, fondly known as “Wolf Force One,” traveled from school to school with the high school’s cheerleaders and marching band, confetti cannons, and an unveiling of the logo for each school to see and celebrate. Students received stickers of their mascot and pom poms to join in on the fun! Once the students had met the wolf pups, the Dothan team replicated the pep rally energy on social media, introducing the new mascots and the inspiration behind their personas to school families as they rebranded school accounts.

We were honored to join the pack for this rebrand, and congratulate Superintendent Dr. Dennis Coe and Public Relations Officer Meagan Dorsey on a “paw-some” rollout!