Situation briefing
Multiple schools, under the umbrella of a single organisation, struggled to showcase their individual value propositions within the strong brand personality of the larger association. The schools’ ability to differentiate themselves within their markets was diminished, with staff either feeling frustratingly restrained or becoming increasingly defiant of the brand guidelines.
Strategic playbook
- Development of a creative brief, following a Discovery Session with key stakeholders, that determined the scope for a refreshed visual identity that would establish a distinctive visual look for each school without sacrificing the brand experience of the parent organisation.
- Creation and approval of the visual direction, and formation of a Design System including secondary colours and elements unique to each school, allowing schools a level of creativity and flexibility previously not permitted.
- Formalisation of policies within a new Style Guide, and design of various assets and collateral for each school, ensuring on-the-ground staff can easily understand and implement the brand across all activities.
Outcome
Staff have communicated their delight in having a suite of secondary elements with which to demonstrate what makes them special and unique. The cohesive identity of their parent organisation has been further strengthened with greater brand consistency consolidating their reputation for excellence.
Mission debrief for Heads
When working with multiple schools and campuses, acknowledge their individual context. In developing distinctive sub-brands within a defined brand architecture, you give those sub-brands the power to help them stand out within their own target market while leveraging the trust and reputation you already enjoy with audiences.