After more than 17 years as Forest Lake College, the college board recognised the need to reposition the college for future relevant growth. While the existing name had served the early years well, it was essential that a new brand focused on reaching a wider geographic and demographic market. As the college is an Anglican school, and the Anglican ‘brand’ has a enduring reputation for delivering excellence in education, St John’s Anglican College was born.
Brilliant Branding was presented with the name and the new crest. Our task was to create and launch a new visual identity to a broader market, with the initial goal to facilitate an upward trend in enrolments. The new brand embody the essence of the future direction of the college.
The success of this project depended on two main factors. Firstly, capitalising on core identifiers of the existing public profile – such as the College bright red blazer – and secondly, taking the current and future College community, Old Collegians and their families on the journey into the new brand. Many stakeholders had invested much passion, time and commitment to establish the College.
The brand endorsed past efforts, excellence in education and gave ‘place’ for the vision of future educational aspirations. The broad scope of the relaunch included re-badging, stationery, site signage, outdoor and print advertising, prospectus, bus signage, promotional materials and an aggressive marketing campaign.
The St John’s brand transition was smooth. St John’s was clearly recognised as a coeducational Anglican school of growing significance. Enrolments were strong and continue an upward trend. The brand had delivered on its promises, and permeated into all aspects of college life, such as the iconic Old Collegians and in 2013, the St John’s 20th Year celebrations.
“St John’s Anglican College has engaged Les Hannaway and Brilliant Branding in the areas of branding, marketing and graphic design. Brilliant Branding’s work for the College has been creative and vibrant. Les Hannaway quickly gains insight to the messages we want to convey. Whilst working through a project, communication with our team is precise. Based on many years building his professional expertise, Les provides great advice and guidance around what works best. In recent years St John’s has re-branded. Brilliant Branding’s contribution to this project has been invaluable. From the re-brand, Brilliant Branding produces all artwork for our media and marketing promotions, including newspaper and magazine ads, online media and shopping center and roadside billboards and our quarterly St John’s Footprints magazine (a colourful and informative montage of each term of College life). On several occasions companies who require artwork for a St John’s promotion tell us that other schools ask them to, “Make us look like St John’s”, which is a great endorsement Brilliant Branding’s work. St John’s has worked with Les Hannaway since 2001.”
Janette Collins, Manager, Marketing and Enrolments, St John’s Anglican College. 2015