Rebranding for a new generation
CANBERRA GIRLS GRAMMAR SCHOOL
Repositioning an 80 year old institution required shifting public perception that CGGS was simply a school for privileged girls, to an educational institution proud of the vibrant, strong young women it supports and empowers to tackle a new world head-on.
Detailed consultation through a brand workshop and key stakeholder engagement was key to providing the necessary platform for CRE8IVE to develop new brand values, a defined brand essence and ultimately key messages and brand strategy.
Bringing the brand to life involved an extensive three-day photoshoot, internal and external communications, website and prospectus re-development; all developed over a 12-month period and focusing on the message 'BE YOURSELF'.
A shift in focus towards highlighting school life, a fresh colour palette, consistent layout and the primary use of striking photography ensured the rebrand was an instant hit and was embraced by teachers, students, parents and alumni alike.
Photoshoot
Three days immersed in school life at CGGS ensured we captured striking images to underpin the brand across key themes; family, opportunity, achievement and global citizenship.
The use of bespoke digital tools and technology allowed CGGS to not only talk about the school life and culture at CGGS but provide an on-going narrative and prove the brand story.
Personal enrichment
The 'Be yourself' key message describes a learning community in which young lives are enriched by a diversity of opportunity and a spirit of ‘anything is possible’.
Responsive website
The CGGS website design and information architecture was geared to prominently display the volume of stories, news and media the school generates. This was important to tie into a key message of vibrancy and engagement.
