In a world that’s constantly asking you to be anything but your true self, Engine Group has developed a new brand positioning for Stuartholme as the only school that puts the student firmly in the centre.
Stuartholme is a renowned private girls’ school in Brisbane, with a sublime setting and a formidable reputation for excellence in education and empowering young women.
In Brisbane, parents really are spoilt for choice when it comes to their child’s education. Stuartholme needed a distinct brand positioning and associated campaign to clearly sum up its offer and differentiate it from the plethora of schools all saying the same thing.
Tim Weger, managing director, Engine Group, said: “Many educational brands focus on the vocational outcome; what students will become if they live out their parents’ dreams and study as expected. Tomorrow’s lawyer. Tomorrow’s scientist. Tomorrow’s accountant. Yet this is a very constrained measure of success”.
‘Make Yourself at Stuartholme’ celebrates education that’s about much more than academic achievement. It’s about nurturing character and personality, building confidence, stimulating inquisitive minds, and encouraging girls to chase their own dreams.
Weger added: “Education isn’t just another material asset. It is fundamental to creating who we are. You could argue that it isn’t success at all if students aren’t being true to themselves or following their own paths”.
Kory McAvoy, creative director, Engine Group, added: “We really wanted to celebrate the individual, capturing girls being natural and real, comfortable and confident in themselves, with all types of personalities shining through louder than their uniforms”.
The campaign was developed with close consultation and engagement with staff, parents, and past and present students to execute a positioning that was truly inspiring and authentic.
The positioning has been brought to life through brand, open day and regional tours campaigns that include large format OOH, transit, print, radio, signage, merchandise, digital and social.
