Friends' School Saffron Walden asked Dowie to provide marketing guidance for a proposed brand upgrade in October 2015.
Our strategic approach started with a research process, speaking with primary stakeholder groups - staff, pupils, parents and alumni. Research focussed on identifying what makes the school distinctive, understanding its personality, heritage and core strengths. Research results informed our recommendations for a change of school name and identity, as well as the evolution of a strengthened value proposition. Research enabled a 360° approach and ensured everyone's voice was heard whilst allowing the true spirit and academic strength of the school to emerge.
Once name and brand proposals were agreed by the Head, Senior Management Team and Board of Governors, a brand change booklet and internal communication panels were created, to support the roll out of the brand change to different stakeholder groups, which centred on a series of bespoke presentations and e-communications. A refreshed value proposition, vision and mission statements were adopted and two handy booklets were created to support the staff body to be 'on message'. The communications strategy involved creating message cornerstones for each group, as well as the creation of a school-wide implementation plan.
The new logo design retains the crocus, a symbol of the school's 136 year association with the town of Saffron Walden, yet gives it a bolder feel to refect the freshness, spirit and rigour which underpin Walden School today. Confident colours further reflect the many exciting developments being undertaken in school.
Marketing strategy and stakeholder research
Branding (including vision and mission statements)
Identity change communication
Minibus livery application
Uniforms design for Nursery, Prep and Main school (formal, sports, outdoor)
Very sadly, Walden School closed in June 2017, having run out of funds to finally reap the benefits of its design and marketing investment. It was a sad outcome after so much effort from the team at Dowie.