Project: Ave Maria College: Brand Refresh

 

Truth was engaged by Ave Maria College (the College), a top performing girls Catholic secondary school in Melbourne’s north-western suburbs, to undertake a comprehensive brand refresh.

 

The project aimed to reflect the College’s future strategy and fix its position as the top performing Catholic secondary school in the area, educating young women who thrive – both professionally and personally – across brand, visual identity and strapline, whilst also staying true to the spirit of its Franciscan faith, history and values. ​

 

Following the Research and Discovery and Competitor Analysis phase, Truth conducted a comprehensive brand consultation workshop with key College stakeholders, including the Principal, staff, Board members, students, parents and alumnae.

 

Consulting a cross-section of the College community allowed us to understand the unique selling points and emotional triggers inherent to the College, that would inform a central narrative for market.

 

Truth worked closely with the College leadership team to draft and test a compelling narrative and key messages, with the aim of reaching the key target audience and wider community at an emotional level.

 

Following narrative approval, Truth developed a selection of visual identity concepts with a clear and strategic rationale for the designs, to enable effective internal consultation, input and approvals.

 

The following assets and materials were developed from the final concept:

• Central narrative and key messages
• New College strapline
• Refreshed logo
• Brand style guide
• College Prospectus – including both hardcopy and interactive digital copy
• 4 x video vignettes reflecting the new narrative
• Templates for all forms of communications

Truth also developed a College alumnae sub-brand, AVEBelong. This included a logo, colour palette, font family and key collateral templates, including business cards, invitations, posters and name tags to be used at alumnae networking events.

 

Truth continues to provide PR support for the College, including the managing of social media channels.