From Outdated to Inspiring: Millcreek Elementary’s Rebrand
- Molly Green
- Jul 15
- 4 min read
Updated: Sep 14
Millcreek Elementary first opened its doors in 1979. Over the years, the building had been renovated, the leadership had changed, and the student body had grown more diverse. But while the school’s heart remained strong, its brand and environment hadn’t kept pace with the community it served.
When Assistant Principal Rachel Butler and Principal Jodi Johnson began talking about the future of Millcreek, they shared a clear goal: they wanted their school’s identity to reflect the heart of their community. They dreamed of transforming not only how the school was perceived on the outside, but also how it felt on the inside.
Discovering the heart of Millcreek
To begin, we led a discovery process with a core committee of staff to better understand the spirit of the school. Teachers and leaders described their students as diverse, passionate, creative, and loving. They emphasized community, relationships, and inclusion.
What stood out most was the deep sense of connection between staff, families, and students. Everyone described Millcreek as more than a school — it was a true community hub where people knew one another and wanted to see every child succeed.
Making the name memorable
The school’s formal name was The Academy for Leadership at Millcreek Elementary (TALME). While accurate, it was long and difficult to remember. The acronym TALME rarely stuck, and the name created barriers for families and students.
Together, we made a bold but simple change: Millcreek Elementary. Friendly, approachable, and easy to recall, the new name immediately gave the school a stronger, more accessible identity.
Creating a clear mission and vision
As part of the rebrand, the staff revisited and refined their mission and vision to make them more clear, inspiring, and memorable.
Mission: The mission of Millcreek Elementary is to love, inspire, and equip the whole child with the skills to dream big and positively impact the world.
Vision: We envision a safe and inspiring community centered on fostering personal growth, nurturing leadership qualities, and preparing every student for their limitless future.
Collective Commitment: As a staff we commit to showing up daily with an open mind and heart while respecting and celebrating our strengths and differences.
By sharpening these statements, the school gave staff and students words they could rally around — simple, authentic, and repeatable.
Designing a visual brand identity
Millcreek’s rebrand wasn’t just about refreshing a mascot. It was about creating a full visual identity system that could represent the school with clarity, consistency, and pride across every touchpoint. The process included:
Redesigning the lion mascot to strike the right balance between strength and approachability.
Reshaping the color palette to emphasize bold blues and bright greens that feel vibrant and welcoming.
Creating logo variations that work across applications — from spirit wear to signage to digital platforms.
Selecting a typeface that aligned with the new look and created consistency in all communications.
The result was an identity that honored Millcreek’s history while giving the school a modern, kid-friendly look that could flex across every space and application.
Bringing the brand to life across campus
The rebrand didn’t stop with logos and colors. Millcreek wanted its entire campus to reflect its new identity and give students a school they could be proud to walk into every day. The transformation included:
A full school clean-out to remove clutter, outdated posters, and mismatched signage.
Fresh paint throughout the building with bold, consistent use of the new color palette.
Large-scale graphics and murals featuring the lion mascot and inspirational messaging.
Values and commitments displayed on walls so students and staff could see them daily.
Updated signage and wayfinding to create a more welcoming, professional environment.
The changes reshaped not only how the campus looked, but how it felt. Students, staff, and families walked into a space that was brighter, more inspiring, and more reflective of the pride in their community.
Celebrating the brand With students
On the first day of school, Millcreek revealed its new identity with a celebration. Students arrived to find fresh paint, bold signage, and hallways that felt brand new. Every student received a t-shirt with the new logo. The pep rally featured a real live version of their mascot, sparking excitement and laughter.
The school even launched a storytelling project to name the new lion, building ownership and connection among students. Social media posts, photo frames, and videos carried the excitement beyond the walls of the building.
Assistant Principal Rachel Butler summed it up best: “There’s a lot of love in this building, and now you can see it on the walls. Kids should have a school they’re proud to walk into — and now they do.”
Capturing the moment
On the first day of school, we interviewed both students and school leadership to hear their impressions of Millcreek’s new brand and transformed spaces. Students shared their pride and excitement, while leaders spoke about the renewed energy the brand brought into their building.
For school leaders, a brand isn’t just about the work happening inside the school — it’s also about telling the story beyond its walls. Capturing these reactions and sharing them with families and the community creates a full circle moment: celebrating the milestone internally while also strengthening pride and connection externally.
Watch the video to see the full transformation!
The lasting impact
The Millcreek project shows what’s possible when a school’s brand reflects its heart. From simplifying the name to refreshing the mascot, clarifying values, and transforming spaces, the rebrand created a stronger sense of pride and belonging. Students, staff, and families now see themselves reflected in every corner of the school.
Does your school's brand inspire pride?
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