Brisbane Boys College

How do you build an education brand with a new school of thought?

Expertise Areas

Brand Research & Diagnostics
Corporate Purpose & Purpose Led Transformation
Corporate Brand Strategy
Brand Idea, Identity & Naming

In the world of private education most schools have worthy but convergent positions in the marketplace. Many develop a one-dimensional image — the sporty school, the academic school, or the arty school. But for Brisbane Boys College, they only wanted to be known for one thing — for producing men who have the confidence and capability to change the world.

A new way of thinking

Brisbane Boys College (BBC), an independent school for boys, is one of the most prestigious schools in Australia. However, they wanted to be known for more than a crest on the front of a uniform — they wanted to create a brand that reflected their excellence and innovation in education and the distinctive elements of the school’s vision and mission.

Acknowledging the past, embracing the future

By engaging staff, parents, and the school community, we helped BBC to articulate its core identity through exploration of their beliefs, values, spirit, and purpose. A brand strategy was developed to position BBC as a true thought leader brand in boys’ education, the kind of school that embraces its heritage while adapting and leading the future.

A new school of thought

The BBC Manifesto was developed from the strategy to clarify who the school is and what it stands for in a way that was easily communicable to current and future staff, parents, and students.

With a progressive strategy and attitude, the school is now focused on instilling a new way of thinking in education – a new approach for the new world that awaits its boys.

Purpose
“To produce men that have the confidence and capability to change the world”

Brand Idea
“A new school of thought”

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