King’s Baptist Grammar School

Elevating a brand in a cluttered new market

The Challenge

Building on a 40-year reputation for excellence at their Wynn Vale campus, King’s Baptist Grammar School opened its brand new campus in the Adelaide Hills in 2023.

Being new to the Hills, it was important for King’s to increase awareness of its unique offering amongst the Adelaide Hills parent community, while positioning itself as an alternative to the more established schools, to drive enrolments and expand their flourishing school community.

The solution needed to be adaptable across both the Adelaide Hills and Wynn Vale campuses, taking into the account the different objectives and market positions of the two.

Our Approach

The King’s community is rich with stories that beautifully demonstrate the unique benefits and core values of the brand.

We conducted a comprehensive branding workshop with the school leadership team to uncover these gems and clearly define their brand attributes and values.

The resulting Brand Blueprint encapsulates who King’s is, what they stand for and how the school shapes the lives of young people and their families.

We also provided a detailed analysis of the prospective market segments in the Hills and persona profiles of the diverse parent groups King’s needed to attract.

We then got to work devising a campaign concept around the brand positioning “believe” that:

  • Reflects the shared core values of the school and its target audiences
  • Creates an identity and positioning that King’s can own, providing cut through in a cluttered education market
  • Draws on real-life testimonials from the parent community, as key influencers
  • Offers flexibility across various platforms with both visual and language variations
  • Can be utilised across both campuses
  • Offers longevity with options for adaptation and development in future campaigns

The Outcome

Christian belief is at the centre of life at King’s but importantly, reflecting the target audience personas, ‘Believe’ is a word that equally resonates with those who don’t identify as religious. ‘Believe’ is about possibilities. It’s a word of confidence, of trust, of encouragement, of empowerment and of faith - faith in God and faith in the potential of every child.

The message easily applies to both King’s campuses and all year levels due to its flexibility and the supporting secondary messaging.

The visual concept is based on a typographic treatment that heroes the brand language. The words used to describe King’s are powerful and emotive – this concept puts them front and centre. It’s bold, optimistic and proud and it speaks from the heart.

We delivered a fresh, confident campaign identity that brings the King’s brand to life which will appear across outdoor, press, digital and marketing collateral. This extended further with a brand video and video series featuring parents and their children.