Norfolk Collegiate needed to update its brand to set itself apart
from the other private schools in the area.
The clock tower I saw on my photo scouting visit to the Upper School campus ended up on my sketches; it was memorable and distinct. The clock tower has then become the standing symbol for excellence that appealed to alumni, current board members and students. (Latest: another clock tower will be built in the Lower School campus to unite both campuses into one cohesive school identity).
The branding strategy includes the logo and usage manual that the school’s in-house marketing department can follow while creating their collaterals, along with new photography which reflects a more diverse and well-rounded student body. The repositioning is extended to print, social media and athletic merchandise. Since the new campaign rolled out, enrollment at Norfolk Collegiate’s continuously shows an upwards trajectory every year.
ROLE: art director
Old logo.
New brand and positioning.
