Branding a Small School with Big Dreams
A new Montessori kindergarten, Le Mûrier, needed to create a compelling brand in a small town of roughly 15,000 inhabitants and only a handful of elementary schools. Le Mûrier wanted to introduce the Montessori method for the first time in the region, break into the long-established competition, appeal to a diverse range of parents and ultimately effect a positive change in the local and national educational system. Le Mûrier is a small school with big dreams for little people.
I started by identifying the key values Le Mûrier aimed at bringing to its future pupils and their parents, its mission and its work methodology. Based on the data I received from the founder and the brand name they envisioned, I worked on a brand identity and positioning that would help the school stand out in its sector and create an appeal through promotion with a small budget. The positioning relied on the explanation of the Montessori method using concrete terminology that focused on its values and benefits, and called parents to sign up their children. Before the start of the school year, the new brand was launched in town and promoted mainly through word-of-mouth channels, posters, flyers, online and social media.
The small but effective promotional campaign resulted in the enrollment of over 20 children in the first year — which is the largest number of pupils the school could accept given its small location. The brand’s visual identity was rolled out consistently to the interior design of the school, and all its future communication material, including the website. The brand generated positive awareness and perceptions among prospective and current parents.