Education brands carry a special responsibility. Families are trusting an institution with a child’s formation.
Clear branding helps a school affirm what it stands for. Expanding a successful school to a new jurisdiction requires a special sensitivity, and extra care with the brand building.
Situation
The late Hong Kong shipping magnate and philanthropist, Sir YK Pao, believed learning could uplift communities. His vision inspired his family to found the not-for-profit YK Pao School in Shanghai in 2007.
Now one of China’s leading bilingual schools, its leaders are bringing its unique educational approach to Hong Kong.
The school engaged Stepworks to support a strategic alignment of the brand across locations.
Response
The project began with a brand review, stakeholder interviews, a site visit in Shanghai and peer research. Insights from the research clarified the organisation’s positioning and brand strategy.
The research process inspired the bilingual positioning phrase, Learning with joy. Living with purpose, 樂學於今 明志於行 .
The line accurately expresses the unique values-led, community-centric curriculum grounded in culture, character and a global perspective.
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Photo credit: YK Pao School Hong Kong
Outcome
YK Pao Schools’ leadership team were united around the evolved direction for the brand. The design includes a visual framing device. This delivers a cohesive and recognisable brand presence when applied across the brochure and website developed by the team, and future touchpoints. High production quality reflects the school’s exceptional commitment and value.
Content shared a glimpse of YK Pao School’s uniqueness through its heritage, achievements and institutional values. Stepworks guided an image choice that showcased the bicultural learning environment and the joy of learning.
“Opening a Hong Kong campus while honouring the history of YK Pao School in Shanghai was not a simple communications task. It mattered deeply to us that the story was handled with care. The Stepworks team listened closely, asked thoughtful questions and took time to understand the spirit of the school, not just the materials we needed to produce. They helped us express our heritage, bilingual approach and belief in whole-person education in a way that felt clear and true to who we are. We appreciated the calm, respectful way Stepworks worked with us, especially under a demanding schedule.”
Philip Sohmen Pao, Founder and Executive Deputy Chairman
YK Pao Schools
Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700
Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233
