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Tocoi Creek High School

Building a brand from scratch.

Tocoi Creek High School officially opened its doors in the fall of 2021. As the newest high school in St. Johns County School District, the top-rated district in Florida, Tocoi Creek needed to position its brand for long-term success from the very start.


The innovative and highly-rated St. Johns County School District is just outside of the Jacksonville metropolitan area. St. Johns County School District is Florida’s top-rated school district, boasting programs and initiatives that allow students to implement their ideas and gain hands-on experiences in areas that prepare them for college, career, and life success.

Joining the St. Johns County School District family in August of 2021 is Tocoi Creek High School, the district’s eighth and newest high school. With principal Jay Willets leading the school’s branding committee, the name Tocoi Creek High School was one of several options presented at a school board meeting in the fall of 2020. Once the school board selected the name, Mr. Willets and the Rhodes Branding team rolled up their sleeves and began working on bringing the school to life.

The first step in the process was to create the school’s family of marks. The team knew launching a new school was challenging, so a strong visual identity to unify the new students and their families were vital. Tapping into the area’s rich Spanish heritage and Native American influence was also essential.

The second step was to develop a rollout plan for the new marks. The result was a series of social media posts, including a motion graphic video accompanied by explanation graphics of each mark. As an added component, Rhodes Branding worked with the school to have a school shop ready for families to purchase merchandise.


We helped Tocoi Creek High School launch with a bang. We developed a cohesive brand identity with academic, athletics, and spirit marks, generating social media buzz and more than $10,000 in online team shop sales in less than 30 days.

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online team shop sales


reached on social media during launch

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