research / brand strategy / creative direction
International Leadership of Texas
Others Before Self.
The Client:
International Leadership of Texas is a public k-12 charter school with locations across Central and North Texas, Arkansas, and Oklahoma. They offer a rigorous, tri-lingual education, with a focus on servant leadership, globalism, and discipline.The Situation:
Public schools are in trouble. Families know it. Students feel it. Educators see it. The model is buckling. And yet, most k-12 charter school messaging feels like it’s selling to everyone and no one. International Leadership of Texas, a charter school with locations across North Texas, has put a stake in the ground for what it stands for: Others Before Self. A motto that communicates their ethos of global perspectives, servant leadership, and discipline. The Job? To connect like-minded students and families to their educational goals by positioning ILTexas as the boldest response to a broken system.The Solution:
Working with students reminded me just how hopeful the world can be. In the focus groups I conducted, the most impactful learning was just how driven and dedicated the students were. They advocated for the strengths of the organization, but weren’t shy to share what they weren’t happy with (way beyond school lunch quality, by the way). Their persistence and resolve shapes the school from the ground up.
"As an Immigrant I have a right and a reason to change the world"
A quote from one student in particular showed me the type of student this charter system was truly built for: kids with real-world dreams.
This insight was the starting point for a new brand strategy that would attract families and students that thrive in rigorous environments.
My creative partners built a campaign around this one central truth: Dreams don’t wait around for the system to fix itself. They demand more. From the student. From the family. From the school.
Our campaign, What Dreams Demand, reframes ILTexas not just as a school, but as a launchpad for any student willing to do the hard work of becoming great. Through bold, emotionally-charged storytelling and clever media strategy (from paid social to OOH to video), We position ILTexas as the place for families who don’t want the easy road. They want the right one. With a focus on language immersion, character building, and 1-on-1 mentorship, this campaign gives students, and their parents, a clear message. If your dreams are serious, you belong here.
Our campaign, What Dreams Demand, reframes ILTexas not just as a school, but as a launchpad for any student willing to do the hard work of becoming great. Through bold, emotionally-charged storytelling and clever media strategy (from paid social to OOH to video), We position ILTexas as the place for families who don’t want the easy road. They want the right one. With a focus on language immersion, character building, and 1-on-1 mentorship, this campaign gives students, and their parents, a clear message. If your dreams are serious, you belong here.
