An in-depth look at the rebranding of St. John's College High School
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A new logo and identity system were developed, one that honors the heritage of the school while connecting to
21st Century students. With a strong, graphic, logo established, St. John's unified the school and athletic programs
under one brand mark. This strategy accelerated brand recognition and brand equity.
Ads featured an actively involved St. John’s student. Each featured student had different achievement aspects
highlighted as they opened their minds and unlocked hidden talents at St. John’s. The campaign emphasized
that each student, with the support of St. John’s, truly follows their own path to becoming a leader.
Postcards were sent to a targeted list of prospective students with the intention to reintroduce the brand and encourage
visitation to the school. Differentiating school attributes were highlighted with an emphasis on the manageable commute,
addressing the misconception that St. John’s was difficult to get to particularly from the affluent Virginia suburbs.
Sent in tandem with the direct mail postcards to targeted prospective students from nearby Virginia and Maryland suburbs,
the email showcased the new brand look of St John’s. Key school attributes were highlighted while inviting recipients to the
upcoming Open House. An online video link provided a quick glimpse into the life,
culture and academic excellence of St John’s.
The invigorated brand was introduced to alumni via a direct mail 10 year reunion invitation that welcomed them
back to witness all the new and exciting renovations that the campus underwent. Ongoing alumni involvement and
support is critical to the long-term growth and success of St. John's.
The viewbook details the offerings of St. John’s, establishes the brand and serves as the showcase piece for student
recruitment. The viewbook is fresh and contemporary in look and feel, with highlighted insights and graphics to maintain
the interests of younger readership, while providing parents the pertinent information needed to evaluate St. John’s.