Why would a top-tier elementary school with thriving admissions interest, a strong value system and an excellent reputation invest tremendous effort and resources to re-examine and refresh their brand? After 37 years, San Francisco Day School was facing an identity crisis familiar to many schools: known for doing many things well, but not leading in any one thing; a school that “doesn’t know who they are.” As the independent school landscape in the Bay Area evolved, introducing new complexities around affordability, choice, and profitability, SF Day took the initiative to understand, define, and revitalize their messaging with an inspiring, authentic brand strategy - ultimately creating a new website and comprehensive portfolio of visual identity assets, and admissions and fundraising materials.
From the Judges
The judging team was impressed by how this entry demonstrates the importance of community relationships and how this audience is ultimately affected by this school. It pulls from a very diverse background of research, interacts with the city and has a clever logo tactic.
