A renowned Catholic School was established in the year 1942 in Matunga, Mumbai and later spread its wings to launch several schools across India. Noted personalities such as Mahesh Bhatt - Film maker, Farokh Engineer - Cricketer, Trilok Gurtu – Percussionist - Music composer - Jazz musician, Shashi Kapoor - Bollywood actor, Akshay Kumar - Bollywood actor, Ravi Shastri - Ex Captain of the Indian Cricket Team are all alumni of this school. The school has a huge heritage value attached to it and when its management approached us to develop a new identity for its new International school, we had to go back in time to get insights on which basis the new look was developed.
For YOUNG Creative Services, this wasn’t just another branding project but creating an identity that would refresh the brand heritage & lend a contemporary look and a forward thinking positioning to the school overall. The school has the motto "IN VIRTUTE ROBUR" – in Latin, which means” In Virtue Lies strength”. This was replaced with LEARN, INNOVATE, TRANSFORM. After deep diving we realized some symbols were core to the brand and hence these elements were retained, but in a contemporary style to match the student & parent preferences. The Gold color used in the logo reflects the richness & wealth of knowledge that one could acquire in this school. The clean fonts and inclusion of terms – INTERNATIONAL SCHOOL supplement the modern new syllabus incorporated by the school.
Our branding helped merge the aesthetics of the new school with the heritage value of the old school. The stationery, the lobby and all other elements reflected a premium educational institute. The first year generated large number of inquiries, leading to optimal level of occupancy in two class rooms at a fee that was ten times higher than their regular school fee for SSC board.
Brand identity, Brand strategy, Advertisement campaign & Brochure.
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.