BHS

An independent school on the island of Bermuda that empowers girls to flourish

BHS, which started 125 years ago high school for girls, has evolved into a powerhouse educational institution for girls ages four through high school. Challenged in admissions by a general decline in island population and an outdated reputation as a finishing school, BHS wanted a branding refresh and marketing strategy to help families understand what the school is today: an institution offering rigorous academics in a supportive, collaborative environment.

Deliverables & Services

Discovery and Analysis

Verbal Identity

Visual Identity/Logo

Guide to the Brand

Creative Platform

Advertising

Meaningful and Modern

 Like most traditional seals of intricate design, the BHS seal was difficult to read on screen and in many applications. BHS chose to reserve the seal for official uses, such as on diplomas, and asked Leapfrog Group to design a logo that embodied their legacy but positioned them for the future. The new logo is simple, clean, and easy to read. The design incorporates a torch, representing an annual “passing the torch” ceremony unique to BHS and the flame signifies the importance of education.

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The BHS brand statement—Empowering Girls—was developed from the school’s verbal identity, a carefully crafted narrative that expresses who the school is in words. The school is not only“empowering girls” to become who they want to be in life, but the students themselves are “empowering girls,” giving the phase a delightful and fully authentic double meaning.

The BHS brand statement—Empowering Girls—was developed from the school’s verbal identity, a carefully crafted narrative that expresses who the school is in words. The school is not only“empowering girls” to become who they want to be in life, but the students themselves are “empowering girls,” giving the phase a delightful and fully authentic double meaning.

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Working with Leapfrog Group has been a transformative process for our school. Through our work with them, we have come to see more clearly who we are and appreciate the incredible value in owning our unique strengths to find our right-fit families. Their dedication to our project, unwavering patience, and expert guidance exceeded all expectations. We are already planning our next phase of the project!
Julie Butler
Brand, Marketing & Communications Manager
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