St Andrew's School | Work | Fuller Brand Communication

The Brief

Craft a brand and communication strategy that captures the essence of St Andrew’s School and its position as one of Australia’s leading independent primary schools.

With over 170 years of history to draw upon, St Andrew’s School was entering a bold new era and wanted to make a powerful statement to set their school apart from the rest.

As one of the finest primary schools in South Australia, St Andrew’s needed a brand that embodied their unique environment and reflected their commitment to discovering and nurturing the unique greatness in every student.

We kicked off the project with an extensive discovery phase, working closely with the school leadership team, and drawing on audience insights to gain a deeper understanding of the school and its competitive environment.

Services Provided

Brand Story & Identity, Communications & PR, Design & Motion Graphics, Digital Marketing & Websites, Film & Photography

NURTURING GREATNESS

At the heart of St Andrew’s story is the friction between providing a safe, stable and supportive environment for primary school learning, while also unapologetically propelling children forward and encouraging them to be inquisitive, courageous, and ambitious.

The brand messaging conveyed this unique proposition, by communicating the school’s strong understanding that it is not their role to create greatness, but rather to provide every opportunity for their students to uncover their own unique definition of success. To nurture greatness.

Key to conveying what it feels like to be part of St Andrew’s School was the development of a strong photo library.

We developed the art direction for, and worked closely with Josh Geelen to develop two distinct photographic styles. This included location-specific photography, which placed the viewer directly in the scenarios experienced by the students, as well as in-studio style hero photography incorporating St Andrew’s brand colours, designed to cut through the noise of typical school advertising.

We wanted to elevate the visual communication of the brand to match South Australia’s finest primary school.

While the initial brief was to retain the school’s logo – including the historically significant St Andrew’s shield – our design team suggested subtle changes that allowed the school to maintain its overall appearance, but gave enhanced flexibility across applications.

In another nod to the school’s history, we also developed a secondary visual device based on the St Andrew’s tartan; a contemporary graphic pattern which added a touch of red, and a sense of place to branded collateral.

Warm, worldly, concise, optimistic, inclusive and contemporary – through the development of the brand story, a new tone of voice was set.

A new engaging tone of voice was first developed by our brand strategists, and then expanded upon by our communications team as the foundation for content on the new St Andrew’s website, collateral, and Strategic Intent document, providing a consistent tone to lead the school through to its next era.

Following best practice UX design, the new website was completely re-structured, with optimised usability and functionality to better suit the needs of prospective and current parents. The copy was re-written to match the new tone of voice.

We also extended the St Andrew’s colour palette to give greater flexibility across their visual communication, ensuring colour contrast that is WCAG AA compliant.

The new website was designed to tell the St Andrew’s School story, highlight key points of difference, and guide users to book a school tour online, enrol via the external online booking system, or download the school prospectus.

Fuller continues to work with St Andrew’s to share their unique stories and impressive approach to education through public relations strategy and active media pitching.

St Andrew’s is one of Australia’s oldest and most prestigious schools. Collaborating with Fuller to strategically position St Andrew’s School for this next chapter was ultimately confirmed in our first meeting, where we challenged the norms of the independent sector while honouring the rich, 170+ year story of our brand with rigour and passion. Successfully recognising the importance of a contemporary approach to engagement, while effectively communicating our value proposition was central to Fuller’s work. Fuller’s expansive team of experts in design, user experience, and brand strategy proved invaluable for St Andrew’s. We’re thrilled with the results and look forward to our continuing partnership with Fuller.

Luke Ritchie

Principal, St Andrew’s School