An intentionally different approach to a college-prep education
The Crefeld School is a small-by-design independent school for students in grade 7 through 12, and the only progressive high school in the Philadelphia region. Misperceptions about the school stemmed from a lack of understanding regarding progressive education, the size of the school community, and the campus, which has a chicken coop and a glass blowing studio, among other features non-traditional in a private school. The solution? Articulate the concept of progressive education without using the term prominently, communicate the cohesiveness of the vibrant learning community, and show, through each student and faculty story, why a Crefeld education is intentionally different.
Discovery and Analysis
Guide to the Brand
Strategic Marketing Plan
Strategic Plan Brochure
The Crefeld School used a Guide to the Brand as a resource when working with their faculty and staff to share the school’s key messages and encourage consistent use of the language. An interactive training session generated enthusiasm and pride, as participants were encouraged to share how their everyday experiences at Crefeld stemmed from these key strengths.
The Crefeld viewbook package consists of three parts: a “main” book that illustrates the strengths of the Crefeld experience; a poster that features members of the Crefeld community through candid photos and personal bios that include phrases like “aspiring therapy dog trainer” and “master of walking in heels;” and a piece that visually highlights the school’s values. All three pieces are “intentionally different” in format and style, with features like a hand-sewn binding that reflects the school’s service project to sew toys for The Children’s Hospital of Philadelphia.
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