PJS Consultants

AAMA Case Study



Office of African American Male Achievement (AAMA)
for Oakland Unified School District (OUSD)

Web design, branding, communications


As a newly-formed organization, AAMA needed a strategy that would position them as a national authority on Black Male Achievement and thus increase their ability to invoke changes on a local level within the Oakland Unified School District.


We took AAMA from a local brand to a developed, compelling brand with regular trade and national press. By increasing brand awareness and recognition, we helped AAMA attract new funding and become a model for Black Male Achievement operating within a city-wide system, which raised the marketing standard for African American male initiatives in Oakland and beyond.