Over the past year, the leadership, students, and community at Valley High School in Santa Ana, California, worked with us to clarify their vision and to create strategies to make them even more effective at moving their students toward success. Valley has amazing people doing incredible work, but through a series of interviews, listening sessions, surveys, and tours in and around the campus, we were able to gather a fairly clear picture of identity challenges that need to be addressed. Challenges such as: poor self perception and lack of school pride, community misconceptions and biases, lack of energizing visuals, branding inconsistencies, and lack of strategic messaging to the feeder schools.