Distilling all the information down into insights followed, which we used to build four distinct brand territories, or conceptual themes to explore. One stood out, and the headmaster knew instantly that the theme of Wonder perfectly captured all they knew themselves to be. These insights went on to inform everything, from the brand position and visuals to the website structure, transitions and photography.
‘Filling Curious Minds With Wonder’ was defined as their motivating Why - why the audience should care, why they do what they do. The rest of the brand position, their values and personality, all stemmed from the insight work and reflected this narrative of Wonder.
A thorough audit and re-strategising was needed, as well as design and build. From bringing clarity to the complex application process, to a compelling sensitivity towards boarding, the site structure and its flow was designed to unfold as a wonder-filled experience.
The new brand position inspired refreshed visual assets for the school. As well as the look and feel for the website, we re-crafted its crest and logo to achieve a subtle balance between tradition and modern appeal. A colour palette, inspired by the school’s authentic story, included Warm Flint and Wykeham Red, as well as the all-important Winchester Blue. We art directed David Cleveland on a photoshoot to capture the Why of the school on camera, and refocus the site on to the people who make up the school community.
An inviting, people-first approach was reflected in the copy too, restyled for and co-written with their Director of Communications. The theme of Wonder came through in headlines written as questions from an enquiring mind, and to express empathy for the audience.