Case Study
Lakes Middle School
Lakes Middle School is located in one of the most beautiful neighborhoods in Coeur d’Alene—but for years, it was quietly misunderstood. Despite a dedicated staff, a strong student body, and a vibrant community, the school had picked up an unfair reputation as “the rougher school.” That story wasn’t just inaccurate—it was harmful.
When Vice Principal Aaron Drake reached out to Bahlr, his goal was clear: to change the narrative. Lakes needed a way to reintroduce itself to the community, showcase the incredible things happening inside its walls, and put to rest outdated assumptions that simply weren’t true.
Services Provided
- Branding Services
- Messaging
- Video Production
- Media Placement
Our Approach
We started with one guiding belief: Lakes isn’t just a good school—it’s one of Coeur d’Alene’s best-kept secrets. Our job was to amplify that truth through powerful messaging, branding, and media.
What made this project unique was the boldness of Lakes’ leadership. They didn’t just want a logo—they wanted a movement. They trusted Bahlr to lead that charge. Together, we developed a comprehensive strategy that combined storytelling, visual identity, and local TV distribution to deliver their message at scale.
Along the way, we discovered something even more impactful: most families in our community didn’t know they had a choice. Idaho law allows parents to enroll their children at any public school—not just the one in their zone. This became a core part of our campaign. We weren’t just marketing a school—we were educating the public on their options.
The branding journey was a collaborative process with input from a diverse internal team of six or more decision-makers. After exploring six unique logo directions, we ultimately landed on a bold, versatile mark that felt true to the school’s identity and location.
Logo
The final icon strikes a balance between strength and warmth, with subtle nods to the surrounding Pacific Northwest landscape—reflecting Lakes’ proximity to Tubbs Hill and its namesake. Bahlr delivered a complete brand guideline, including primary and secondary logos, color palette, type hierarchy, and application guidance. With these tools, Lakes is now positioned to build consistency across signage, apparel, print, and digital media moving forward.
Color Palette
About our work
“Corey and his team at Bahlr were amazing to with. Corey helped us fulfill our vision by taking the heavy lifting off of our hands! He executed and followed through with precision. I’ve never met a more communicative marketing professional. He truly cares and wants to see results for any business! We built a friendship through the process, too! For all your marketing, production, and branding needs – hire BAHLR”
Aaron Drake
Video Production
For the video, Bahlr wrote and produced a :30 spot that was designed to resonate. It wasn’t just about facts—it was about telling a lasting story. Corey worked closely with Lakes leadership to develop the script, direct the on-camera performance, and lead the creative from beginning to end.
The message: “You might not realize it, but right here in Coeur d’Alene—something special is happening.”
That line became the heartbeat of the campaign.
We filmed on campus with students and staff, capturing the spirit of daily life at Lakes. The final spot was built for placement on streaming television, social platforms, and digital marketing, ensuring reach and repeat visibility with local families.
The Results
Lakes took a brave leap into something few public schools have attempted in North Idaho—professional branding and video marketing at a commercial level. Not only did they do the hard work internally to redefine who they are, but they entrusted Bahlr to amplify that message across platforms.
The early response has been incredible. Perception is shifting. Interest is growing. And for the first time in a long time, Lakes is being seen for what it truly is—a progressive, people-first, resilient, and fun school with an amazing staff, a supportive campus environment, and the kind of energy that can’t be faked.
At Bahlr, we couldn’t be more proud to have helped uncover the voice of a school that was too good to stay a secret. This is just the beginning—and we’re honored to be part of the journey.