Milwaukee Lutheran Middle & High School

Overview

Milwaukee Lutheran has shaped hearts, minds, and futures for more than 120 years. But in recent years, the school faced a common challenge: lingering misperceptions, changing neighborhood dynamics, and a narrative that no longer reflected the depth of its faith, care, and academic excellence. TWIST was brought in to help Milwaukee Lutheran reclaim its identity and reintroduce itself to the community it continues to serve with heart and soul.

Goal

Reset public perception and grow enrollment by repositioning Milwaukee Lutheran as a safe, supportive, and high-performing faith-based school—grounded in love and built for the future.

Milwaukee Lutheran Logo on gray background

Milwaukee Lutheran seal on gray background

Heart & Soul Since 1903

Milwaukee Lutheran Color Palette

Solution

TWIST led a full brand strategy and enrollment campaign engagement. Through interviews with staff, parents, students, and alumni, we uncovered the school’s greatest strength: the relationships that form between faculty and students and the life-changing impact that follows.

To build trust and emotional resonance, we launched a bold messaging platform and multi-channel campaign. Campaigns like Red Knight Profiles, Parents of Milwaukee Lutheran, and Red Knights for Life helped families and alumni see the school with fresh eyes—replacing outdated perceptions with stories of transformation, safety, and pride.

A new brand voice—faith-driven, community-centered, nurturing, and safe—now echoes through Milwaukee Lutheran’s communications, showing prospective families that this is a place where love rules and leaders rise.

Results

Stronger emotional connection with prospective families—especially parents of middle school students
Increased clarity and pride among alumni and current families
Renewed internal confidence and alignment around mission, voice, and value
A reinvigorated brand positioned for sustainable enrollment growth and middle school expansion

Milwaukee-Lutheran-Arrows

Milwaukee Lutheran Pole Flags

“Milwaukee Lutheran High School was the first Lutheran high school in the nation. TWIST was very patient and went above and beyond to deliver an academic logo that was true to who we were and showed forward movement. We appreciate how TWIST really looks at each school as a unique community and develops an identity highlighting the strengths of the school.”

Christine Oldenburg Director of Communications, Lutheran High School Association of Greater Milwaukee