Battle Creek Public Schools — Transforming Perceptions of a School District

Battle Creek Public Schools (BCPS) is a school district in central Michigan, and for decades they experienced declining enrollment and negative reputational challenges, draining resources out of BCPS and into the area’s whiter, wealthier school districts. But thanks to a five-year, $51 million grant by the W.K. Kellogg Foundation in 2017, we have been able to rebuild the district’s reputation and improve academic achievement at BCPS.

I joined the BCPS account as a junior designer and grew into the lead (and sometimes sole) designer supporting the district’s multi-year communications. My role evolved from production to strategy, including facilitating brainstorms, contributing campaign concepts, and shaping materials for enrollment, teacher recruitment, and community engagement. 

After transitioning off the account, I was re-engaged due to the strong working relationship and institutional knowledge I had built with the client, returning to provide creative leadership and ensure consistency during a critical phase of the district’s transformation.

Design Work

Much of the work followed established brand guidelines, requiring high-volume, day-to-day communications across print and digital. The focus was less on visual experimentation and more on clarity, accessibility, and trust-building at scale — particularly during moments of crisis.

During COVID-19 school closures, I designed a take-home kindergarten learning packet, including an interactive scavenger hunt poster to support families navigating remote learning. This project required quickly adapting district messaging into engaging, age-appropriate materials during an unprecedented period of uncertainty.

I also helped train their in-house communications manager on InDesign foundations and design principles, allowing them to grow more self-sufficient over the years.

This account strengthened my ability to design consistently across large systems, and deepened my understanding of how consistent, sustained communications can shift perception and build trust over time.

Impact

• Our multi-platform digital ad campaigns garnered millions of impressions and helped increase enrollment numbers
• Promoted honest and transparent communications with staff, diminishing teacher turnover
• 21% more people in 2020 than in 2019 said that BCPS is “exactly or very close to what I want for my child.”
• Our COVID-19 communications enhanced the opinion of 57% of surveyed residents