Tacoma Public Schools


Tacoma Public Schools became the only district in the state to be designated as an innovative school zone. Improved test scores, innovative programs and devoted teachers were closing the achievement gap. People needed help seeing and believing that Tacoma Public Schools was on a path to greatness.

JayRay went to work

  • Led the branding process, including a brand audit and interviews with key stakeholders
  • Created a new brand platform—logo, messaging, business papers, collateral, web graphics and more
  • Defined the refreshed brand personality as relentless, nurturing and innovative
  • Updated communication vehicles to showcase the district’s progressive and innovative work


  • $500 million bond measure passed within months of the rebrand
  • Multiple national creative awards for branding and redesigned school calendar