A leading high school within the region has been a household name for over 100 years. Due to innovation in recent years, the school developed a distinctive quality and a unique selling point that called for a brand repositioning, a rebranding, and a new creative concept, which is created by Chapters.
Student recruitment is a blood sport. In modern day times, the choice of school is no longer based on distance and location. Without a distinctive educational program, schools may as well close their doors. Bernardinus College offers a unique educational program with great diversity - for which they needed a strong communication campaign and a distinctive branding to reach their target audience. How do you rebrand a school and keep its heritage in honour?
We can’t touch a name that has been built for 100 years, though Bernardinus College needed more than just a rebranding. The school did not just change its offer or its approach - it changed within its core. In our strategy, we turned the name into our solution for the repositioning of Bernardinus College, by launching the BE-academy - a unique way of teaching at Bernardinus College.
The result? Bernardinus College has BEcome relevant once again, with their heritage preserved and their vision visualised. Their offer, style, and positioning are in line with the contemporary world and their target audience.
In our concept, we visualised and branded the BE-academy. The place where you learn to:
BE you | BE proud | BE unique | BE talented | BEcome who you are
In branding the BE-academy with a strong brand identity, the contemporary target audience can identify with the concept - a modern school with international allure and the niche appearance of an academy.
Soft colours for a soft appearance - the distinctive colours of Bernardinus College have been yellow and light blue for years. Now it’s time to claim their renewed position with a strong, bold branding that cannot be ignored. We are BErnardinus! With a wink to the past, the light blue is transformed into a bright blue, combined with a typical Dutch orange. A bold typography and a blatant graphic style know how to captivate an audience.
With a branding that literally captures an audience, Chapters set up the recruitment campaign for Bernardinus College as well as the social campaigns. All online and offline communication tools and visuals, including the photography, are created by Chapters - with the hero being the website that visualises the reclaimed status of Bernardinus College.
