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Richfield Public Schools

Despite a long history and a strong sense of community, Richfield Public Schools had never engaged in a districtwide branding process. Each school had its own mascot and a rather complex district logo looked dated and tried to communicate too much. For a district often referred to by realtors as “an up and coming community for young families,” the district brand needed to inspire confidence. Richfield engaged CEL to lead their rebranding process.



Stakeholder engagement is key to CEL’s branding process. Originally contracted as a partner, CEL was to facilitate four meetings with key stakeholder groups and design a new logo and brand assets to unify the schools, define brand promises and key messages, and leave the district with a brand style guide and suggested roll-out plan. Mid-project, when the district’s communications director transitioned, the project-scope expanded to include more than a dozen community meetings, online feedback tools and webinars to engage stakeholders. Richfield also turned to CEL to fill interim communications needs for the district.

Focused on enriching and accelerating learning, Richfield’s brand promises communicate high expectations for students, staff, parents, and community members. In Richfield Public Schools, you will find real community – rich in diversity and relationships; personalized learning; rich opportunities; and innovation in action. A custom-designed Richfield logo and brand assets communicate a modern and inclusive community. The brand roll-out included storytelling; an Op-Ed in the local paper; a brand guide; digital assets shared widely through the district’s Google Suite; updated website, social media and stationery; an online apparel store; and a welcome back video, which quickly became the district’s most shared social media post.

  • Our marketing partner since 2015

    “CEL has taken care of all of our marketing needs and more since 2015. They keep us current and relevant to our patients and help us attract new patients. They save us time and energy with our marketing and public relations and track results to measure our return on investment.”

    – Annette Steffens, Southdale ObGyn

  • CEL has provided us with the tools and support to crystallize our brand and value. It is more than just marketing.

    They (CEL) helped us refine and re-define who we are and why we do what we do. Their listening, creativity and deliverables kept us thriving in tough economic times for our industry.

    – Sarah Kaelberer, CFP®, CLU®, ChFC®, President – Business & Estate Advisers, Inc.

  • I’ve hired CEL to promote my events since 1999…There is no better company.

    Together, we re-positioned the Uptown Art Fair in Minneapolis and took the Saint Louis Art Fair to a new level of success with local and national media coverage. In addition to drawing a crowd, the media focus they place on individual artists has helped attract high-level professional artists and qualified buyers. Always prepared, CEL’s crisis communications are extraordinaire.

    – Cindy Lerick, Former Executive Director of Uptown Association, Mpls and Former Executive Director of Cultural Festivals Saint Louis, MO.