Brand Clarification, Architecture and Strategy: Hurst-Euless-Bedford ISD
The challenge
Hurst-Euless-Bedford (HEB) ISD in Texas serves as the connecting thread among three unique cities. As the central hub between these communities and the second-most diverse school district in the country, HEB needed to determine whether its brand perception aligned with its stakeholders’ perceptions. The district enlisted CESO Communications to conduct a process to create a brand architecture.
Our approach
CESO began with two small branding sessions with HEB’s Human Resources and Communications departments before conducting a brand architecture assessment for the district as a whole. CESO worked with a large group of parents, students, and business leaders from each respective town – Hurst, Euless and Bedford. The team discovered that the community’s perceptions were strongly positive, and that the district already had a clear understanding of who it was, championing diversity as a strength and accurately representing its vibrant community. Although the district already had a grasp of its identity, CESO helped unveil the district’s archetype and solidify its values, personality, tone and brand promise as a guiding light moving forward.
Our impact
CESO helped bring expression, voice and core values to HEB ISD’s brand. The district now has the tools to communicate its identity more effectively to its families, staff, students, and the broader community.
The district’s clarified understanding of where it stood with its stakeholders also allowed it to more effectively communicate about its 2025 bond and VATRE elections, both of which voters approved.
HEB continues to work with CESO Communications for ongoing communications needs.
