Understanding the Challenge
Finding the Concept
Changing an institution’s crest can be a nerve-wracking job; that item, more than anything else, is steeped in history and tradition. Every single element within it holds meaning.
What Happened Next?
Our team embraced bold in this challenge just like the school embraces bold with its girls.
Marketing Tips for In-House and Agency Teams
Be unapologetically bold. Recognize when you need to put a stake in the ground, trust your convictions and go for it. A brand needs to be bold to show people how it is different; don’t apologize for being different.
Break from convention. In this case, we were more apprehensive about changing the crest than the client was. Don’t make assumptions as to what a client is willing to try. Great brand work is about being courageous and confident.
Let history guide you. Dig into any archival resources the client has on hand. A book documenting the school’s history revealed the significance of the eagle (seeking higher things), the river (accepting the fast of flow life) and the pillars (desire for knowledge). These values are still alive in the school today, so we knew that no matter how much the trappings of the logo changed, these symbols would ground BH’s identity.
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