For many parents, choosing a school means looking beyond academic results to the person a child might become.
Kellett, the British International School of Hong Kong, wanted its brand to express both academic rigour and the pure enjoyment of learning as it extended its offering.
Situation
Kellett was preparing to launch a new secondary school, building on its established offering for younger children.
The expansion called for an identity that connected nursery, primary and secondary education while honouring each stage.
Communication materials needed to help prospective parents understand the school’s approach and the experience it offered their children.
Response
Stepworks helped define the brand around A love of learning and confidence for life. This idea connected education with the confidence children carry beyond the classroom.
Brand architecture and identity work brought the different school stages into a recognisable family. The system allowed each to retain its own character within the wider Kellett identity.
Brochure design, imagery and copy presented the school’s cheerful spirit alongside its academic expectations. The materials gave parents a view of daily life as well as the broader educational approach.
Outcome
The school launched its secondary offering with a shared identity and communication materials that supported its premium positioning.
The brand DNA provided a continuing reference for Kellett’s messages, helping the school express its character as it grew.
Parents could understand the uniqueness of Kellett, the connection between the different stages and the values that united them.
Academic institution brand building involves multiple stakeholders. An empathetic branding partner who applies an academic approach can help you achieve consensus and ensure effective outcomes.
Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700
Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233
