A. Phillip Randolph Technical High School is a construction trades and Career Technical Education (CTE) school in Detroit. The Detroit Employment Solutions Corporation, the City’s workforce development team, needed help with their effort to breathe life into the school. The technical center was receiving a renewed investment from the business and nonprofit community because of retiring baby boomers, a shortage of workers, and the great potential for Detroiters to get good paying jobs locally in the construction trades. They needed to make the case to students that this part-time program could lead to a rewarding career after high school — and this needed to be done in a clear, concise, and visually compelling way. We helped them craft a bold, approachable brand.

The brand we designed is reflective of the skilled trades and Detroit, with bold colors, thick lines, and clean typography. Then, through language, design, information organization, and photography, we crafted a website that communicates what the school is, what construction trades are, how much students might get paid. Finally, we helped prospective students understand that they could be a part of revitalizing Detroit and building something that would last. Beyond communicating the right message, the website is clear and representative of the community. The new materials helped persuade high school students that Randolph was the right choice for them.