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Southeast Tech

Defining brand messaging for the top U.S. magnet school.

The top magnet school in the United States, Southeast Career Technical Academy (SECTA) is a Clark County School District five-star school in Las Vegas, Nevada. Known for its innovative majors, SECTA is creating new pathways for its students, differing from its peers by curating rigorous and meaningful coursework that furthers students’ understanding, skills, and networks to advance in their chosen careers. 


SECTA’s leadership approached Rhodes Branding to help them develop a new brand platform to better connect with its target audiences and distinguish SECTA from its competitors.

At the time, SECTA’s brand was not effectively communicating the school’s value proposition. Its messaging could have been clearer, and the school’s brand personality needed to resonate with its target audiences more meaningfully. The school needed a comprehensive rebranding strategy to improve its visibility, strengthen its reputation, and maintain its position in the market. 

Following an extensive competitive analysis, we conducted a Brand Immersion Workshop at SECTA’s campus in Las Vegas with its leadership team, students, and parents. The workshop included a series of exercises to help our team build target audience personas, a messaging framework, and recommendations for how the school should refer to itself internally and externally. 

The new brand platform was packaged in a Brand Style Guide for the school, along with writing and social media content tips. We provided training on the Brand Style Guide to the SECTA team to ensure they understood how to utilize and optimize the new brand platform for long-term success.

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