Strategic Approach

Our research and discovery process revealed important insights about Woodard’s community and culture. The roadrunner mascot held significant historical value for the school, but needed revitalization to connect with current students. Additionally, as a junior high school, Woodard needed to balance playful energy with athletic sophistication – creating a visual identity that would feel age-appropriate while still projecting competitive spirit.

The roadrunner provided rich symbolic territory, representing:

• Speed and agility (reflecting athletic excellence)
• Intelligence and resourcefulness (connecting to academic values)
• Distinctive regional character (grounding the school in its California context)
• Forward momentum (symbolic of the transitional junior high experience)

These insights informed our design direction, leading to a contemporary, dynamic roadrunner character that maintains recognizable characteristics while introducing a more athletic, determined expression.

Design Development

Mascot Design

The reimagined roadrunner features several deliberate design elements:

• Sharp, angular forms creating a sense of speed and dynamic energy
• Forward-facing orientation with a determined expression
• Distinctive crest that enhances recognition and visual interest
• Streamlined silhouette designed for versatility across applications
• Strategic use of navy, red, and white to maximize impact and usability

The character balances approachability with competitive spirit, creating a mascot that’s appropriate for junior high students while still projecting athletic confidence. The design avoids cartoonish exaggeration while maintaining enough personality to engage younger students.

Identity System

Building on the core mascot, we developed a comprehensive athletics identity system including:

• Primary shield-format logo featuring the roadrunner and school name
• Secondary marks for varied applications
• Wordmark variations with and without the mascot
• Simplified icons for small-scale applications
• Typography system optimized for uniforms and environmental graphics
• Pattern and texture elements for extended brand applications

The system incorporates “Jr. High School” designation in a way that feels intentional rather than diminutive, positioning Woodard as an important step in students’ educational journey.

Uniform & Apparel Design

A standout component of this project was the development of athletic uniform systems across multiple sports. The designs feature:

• Strategic color blocking that maximizes visual impact on field and court
• Consistent placement of the roadrunner identity
• Versatile applications across different uniform styles
• Contemporary styling that appeals to middle school athletes
• Durable reproduction methods appropriate for active use

The resulting uniform system provides coaches and athletes with options that maintain brand consistency while addressing the specific needs of different sports programs.

Implementation

The implementation strategy focused on building immediate excitement while ensuring practical adoption across all athletics programs:

1. Athletic Director Introduction: The identity system was first presented to the athletic department with comprehensive guidelines for consistent application.
2. Uniform Rollout: The new uniforms were introduced on a sport-by-sport basis, beginning with the highest-visibility programs.
3. School Spirit Campaign: A multi-channel launch introduced the new roadrunner to the broader student body, featuring hallway graphics, digital announcements, and spirit merchandise.
4. Student Ambassador Program: Student athletes were engaged as brand ambassadors, helping build ownership of the new identity.
5. Community Showcase: Parents and community members were introduced to the new identity through a pep rally event that featured the new uniforms and spirit wear.

Results & Impact

The Woodard Roadrunners athletic rebrand has delivered significant benefits:

• Increased Athletic Participation: Sports program enrollment increased by 22% following the introduction of the new identity.
• Uniform Compliance: Previously, many students modified or avoided wearing school gear; post-rebrand, uniform compliance reached nearly 100% with students proudly wearing the new designs.
• School Spirit: Attendance at athletic events increased by 35%, with more students, parents, and faculty supporting Woodard teams.
• Merchandise Adoption: Spirit wear sales through the school store doubled in the first semester after introduction.
• Community Recognition: The distinctive roadrunner has become an immediately recognizable symbol throughout the Whittier community.
• Student Pride: Surveys indicated a 40% increase in students reporting feelings of school pride and connection after the rebrand.

Conclusion

The Woodard Jr. High School Roadrunners project demonstrates how thoughtful athletic branding can transform school culture and student engagement, particularly during the critical middle school years. By creating a mascot and identity system that respects students’ increasing maturity while still embracing youthful energy, we provided Woodard with a powerful tool for building school spirit and athletic program recognition.

This project exemplifies our agency’s understanding of the unique branding considerations for junior high athletics – balancing age-appropriate design with competitive spirit. The Roadrunners identity has become a source of pride for students navigating the transitional years between elementary and high school, helping foster the sense of belonging and community that is so crucial during this developmental stage.