Ysleta Independent School District Campaign

Turning Competitor Names into Statements

CONTEXT

Ysleta Independent School District (YISD), a traditional public school system, began facing growing competition from charter schools in the city, particularly Harmony and IDEA. While charter schools positioned themselves as innovative, many parents later regretted enrolling their children due to the rigid environments and lack of hallmark school experiences.

CHALLENGE

How could YISD stand out in a saturated market and communicate the unique value of a traditional school experience, rich with sports, arts, and long-standing traditions like homecoming, Friday night lights, prom, marching band, and student clubs, that charter schools simply don’t provide?

CONTEXT

CHALLENGE

Live Website

Deliverables

Billboard Art Direction & Design

Campaign Messaging / Copywriting

Visual Identity Adaptations (for billboards and digital)

Competitive Positioning Concept (turning competitor names into statements)

Role

Art Director

STRATEGY

We turned the competitor’s brand names into bold statements that reframed the conversation: - “Find your harmony at THE DISTRICT.” - “We offer a better idea!” By flipping the names Harmony and IDEA into persuasive headlines, we positioned YISD as the place where students and families truly find balance, tradition, and opportunity.

EXECUTION

The campaign rolled out as large-scale billboards featuring bold copy, emotional imagery, and a clear call to action: Transfer today at YISD.net. The message quickly gained traction, even being featured on The Real FitFam El Paso Instagram account (180K+ followers), widely considered the city’s go-to hub for trending and relevant content.

RESULT

The campaign effectively differentiated YISD by reminding families of the full, vibrant student experience that only a traditional district can provide, while subtly calling out competitor shortcomings through creative wordplay and cultural relevance.