Business Challenge.

Detroit Public Schools Community District (DPSCD) was created in 2016 after decades of decline in Detroit led the old public-school system into extreme financial turmoil with chronic absenteeism among students, a loss of over half the qualified teachers, low student enrollment rates, and multiple emergency leadership personnel. A new board was elected, and a new superintendent was hired to develop a strategic plan to correct these issues.

Brand Essence.

When Students Rise. We all Rise.

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RI was enlisted to re-brand Detroit Public Schools Community District. We reached out to over 800 teachers, principals, and families to gain their insight on DPSCD and what it means for the community. RI used our Brand Ambition Mapping to shape the creative which utilized Detroit native, and Cass Tech High School alum, Big Sean as the campaign voice. The campaign required that honesty and sincerity be put front and center to establish the district’s commitment to empower each student to rise and be their best self. Our goal was to embolden this idea, while leveraging the resurgence of Detroit as a city, to ask for help from our audience to move forward and hold everyone in the community accountable to this new vision.


Since the launch DPSCD has sustained increased enrollment for two consecutive years. Vacant teacher positions reduced by more 75%.