Background
Located in Oakland, California, St. Paul's is a 33-year old private school founded on the belief that students from different racial, socioeconomic, and cultural backgrounds can learn better in collaboration with each other. When other area schools began to promote a similar message—and to characterize their park-like campuses as ideal for learning—St. Paul's began to experience a drop in interest and enrollment.
Solution
We met with students, faculty, staff, parents, and alumni to understand the school's point of differentiation—and potential. Chief among our insights: while people moved to the East Bay for diversity, they tended to live in suburban-like neighborhoods and seek similar private school settings. Many parents found St. Paul's urban setting intimidating, and some expressed concern that the school could not deliver academic excellence and diversity at the same time.
But the school's record of academic achievement spoke for itself. By placing curriculum, diversity, and urban setting on equal footing, we shaped the notion of St. Paul's as a "learning village," a brand essence that extended to the school's new identity and verbal expression.
Results
The St. Paul's board and parents' organization were very pleased with our strategy work, logo, designs, and verbal branding. The notion of St. Paul's as a "learning village" has also played an important part in the school's pre-admissions screenings. Since implementing the new brand and messaging platform, the school has exceeded its enrollment forecast for the year and outperformed peer schools in student matriculation.
Review Business Strategy
Competitive Audit
Category Analysis
Stakeholder Interviews
Brand Platform
Brand Architecture
Brand Story
Corporate Identity
Brand Identity System
Brand Asset Finalization
Mechanical Production
Standards Development
