The LAUSD team called us, knowing they wanted to communicate their achievements but without a precise idea of a specific subject. The District was in the midst of an unprecedented scale of capital project. We began with a simple desire to promote an awareness of the magnitude of work being undertaken on behalf of students.
In a series of meetings, we questioned a diverse client-side steering group to help them state who they were, what they had been achieving, and why they were doing it. From there, we proposed several themes relevant for the campaign including sustainability, contributions to parkland in the City, helping teachers teach, design for education, school and community, sheer construction volume, and increased capacity.