A private day and boarding school in South Florida, bringing together students from throughout the country and around the world
Located in Boca Raton, Saint Andrew’s School’s peers include northeast boarding schools, and like those schools, students at Saint Andrew’s come from across the country and around the world. The school’s focus on Mind, Body, and Spirit is an essential truth about who they are, yet this phrase alone did not distinguish them clearly in the marketplace. The solution? Define what the phrase means specifically within the context of being a Saint Andrew’s “Scot.” “A Scot State of Mind, Body, Spirit,” became the overarching theme for their recruitment materials and provided a vehicle to define the specific ways in which this phrase reflected who they are as an institution. From working together for the common good to thinking in possibilities and action, this theme held the essence of Saint Andrew’s in every iteration.
Discovery and Analysis
Campaign Case Statement
What is “A Scot State of Mind, Body, Spirit?” Bold headlines throughout the materials, and collected at the end in one powerful graphic, illustrate this theme. Integrated text and visuals that reinforce one another provide readers with an authentic representation of the Saint Andrew’s experience.
We created a number of companion pieces for the viewbook, including targeted call-to-action brochures for open houses. The signature Saint Andrew’s plaid features prominently in these publications, as it does throughout the entire package. Additional companion pieces include an “At-a-Glance,” and a series of direct mail postcards featuring an aspect of “A Scot State of Mind, Body, Spirit,” centered on the vibrant photography of the uniquely beautiful South Florida campus.
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