A detailed brand positioning exercise was conducted alongside a specialist brand strategy firm. This involved many key stakeholders including; parents, pupils, staff and governors. Also involved were external stakeholders and audiences to understand the wider perception.
A comprehensive competitor analysis was undertaken, followed by a brand perception exercise directed at the key stakeholders. These steps helped identify the existing and ideal positioning of the Academy.
This stage developed the foundation for the brand as well as assisting in identifying colours, photography styles and fonts.
The Strategy process identified that the brand had to be vibrant, warm and communicate solid foundations, whilst capturing a feeling of ‘togetherness’.
We balanced these elements with their new identity. A vibrant colour pallet helped contrast typical school logos and a photography style with warm filters helps to capture the warmth and togetherness.
Following on from the identity creation, we looked at developing their print materials. This included their prospectus as well as letterheads, compliment slips, business cards. We also created a range of digital and print adverts for local media.
Digitally, we created an improved website to showcase the unique values that make them special.
We were further commissioned to design the Academy’s exterior signage, interior signage, press advertising and promotional items.
The brand launch provided an amazing promotional opportunity both internally and externally.
We developed a communication plan for the rebrand awareness. This including releasing information to the press, parents, students and staff.
Identifying that buy-in from staff was paramount, we suggested branded gifts as part of the roll-out.
Finally, we assisted in planning their landmark launch event. This involved a tree planting ceremony where we invited the local community.
The rebrand was key in rejuvenating the school community.
A rejuvenation that, in part, helped lead the Academy to become with the top 10 schools in Lincolnshire.