We were approached by St Paul's School with an interesting set of questions. 'Can we update the current brand while retaining the school's heritage?' and 'Can we create an individual appearance that will allow them to stand out from the material produced by similar schools?'
Can we update the current brand while retaining the school's heritage?
We achieved this by focusing on what St Paul's School is: We developed the colour pallet from the crest/coat of arms, used photography of its geographic position, its grounds, its recognisable and distinguishable features. We created information and quote icons enabling us to deliver important snippets of information about the school, what positive comments have been made about it and peoples/students experiences of it.
We focused on and took inspiration from the confidence of the pupils and effected that in the design, using deep blacks, full gold pages, full image pages and an inherent respect for the white spaces.
Can we create an individual appearance that will allow them to stand out from the surrounding material produced by similar schools?
Before instigating this project we looked at all the material output by St Paul's competitors. In doing so we noticed some if not all were quite generic in nature, delivered the same message, used similar styles and there was nothing much to distinguish them from one another.
We needed to consider colours, textures and finishes that allowed us tactile yet subtle changes in the feel of the material. We needed to develop brand elements that would create a visual language that would speak to the audience about quality, care, understanding and high levels of education while delivering the information in a clear and concise method with recognisable brand language.
The most challenging elements of the whole exercise were the most appealing. We looked at what was required and expected of the students, who they were, what alumni achieve, where they come from both geographically and demographically. We looked at why the past, present and future students are so successful. We came to one conclusion:
They are 'Fascinated By The Process of Discovery'.
As part of our ongoing work with St Paul’s School in their brand refresh, we have recently created their first issue (of many!) of the brand new St Paul’s News.
The brief was to create an impactful printed item to reach out to parents and boys across the whole school community about newsworthy activities and achievements. This was traditionally done through sectional assemblies within both schools; however this didn’t allow a wide scale distribution.
We used the colour pallet and the brand elements previously agreed as part of the brand refresh, ensuring that the message was consistent across all channels, showing the same level of quality, care, understanding and high levels of education while still delivering the information in a clear and concise manner with recognisable brand language.
There were 2,500 copies printed for the first issue which were delivered through strategic placements in both school as well as a mail out.
We worked closely with the school to ensure the content was the most recent and relevant to their audience and we’re very pleased to have received such great feedback for it! Read the Director of Communication and Marketing Zeena Hicks' testimonial here.