​The Challenge

Eastern Shore Consolidated School was created through the merger of two long-standing schools, bringing together Grades 9–12 under one new roof while retiring decades of athletic history and alumni pride. Both legacy schools carried deeply rooted team identities that meant something to students, graduates, and families. The challenge was to introduce a bold new Coyotes identity that could unify the student body, respect the past, and build excitement for a shared future, without alienating the communities that came before it.

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The Solution

I developed a complete branding system from the ground up, beginning with a bold new Coyotes mascot designed to embody strength, unity, and forward momentum. The primary mark features a sharp, modern coyote head subtly shaped into a “C,” allowing it to stand alone on jerseys or integrate seamlessly with varsity typography.

The identity system includes distinct treatments for junior and senior varsity teams, official merchandise applications, and spirit-driven rally cries such as “Go ’Yotes,” “We Are Pack,” “This Is Coyote Country,” and “Welcome to the Den.”

Beyond athletics, I created a cohesive school-wide identity, including an official school logo, letterhead, and business card system, ensuring consistency across both academic and athletic environments.

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At its core, the brand reinforces a shared message of belonging and mentorship: students are not just classmates, but members of a pack, supporting one another from their first year through graduation. The result is a unifying identity that honours the past while confidently charting a course toward the future.