Carolina Day School New Brand Story, View Book
km design has been working with Carolina Day School since the fall of 2020. Due in part to a change in leadership and the inevitable passage of time, the school was ready to completely revamp their mission statement and tagline and create a more differentiating, authentic brand story.
The Challenge
In January 2021, entering their second year of pandemic-altered learning and marketing, Carolina Day School needed to strengthen their brand messaging to better position the independent school in the Asheville, NC market. Aside from a new website, Carolina Day’s last large-scale recruiting piece was the Summer 2019 magazine. It was time to reintroduce the school to prospective families, current families, stakeholders and the community as a whole.
The Process
To begin, km design conducted interviews with school faculty and staff as well as current parents and alumni to provide a variety of perspectives on the Carolina Day School experience. Distilling this information along with parent surveys and messaging recommendations from the board of trustees, we created a foundational messaging document which summarized the key points of distinction for the school. It included an overview of our interview findings, recommendations for a revised mission statement (both short and expanded versions) and a list of new tagline options – which fell under three broad categories.
The Solution
After finalizing the foundational messaging document and choosing the new tagline – “Encourage. Empower. Educate.” – km design crafted the Carolina Day School brand story through a new ad campaign and 32-pg flagship view book. Together and individually, these marketing pieces articulate what differentiates Carolina Day School and exemplifies that “At Carolina Day School, our students are learning for life.”
Carolina Day School View Book
This 32-page book features memorable, slice of life photography coupled with powerful storytelling that portrays Carolina Day’s commitment to “Encourage. Empower. Educate.” The striking cover showcases an original illustration of the iconic school bell as a reflective spot gloss varnish.
See the Carolina Day School New Brand Messaging (Mission Statement / Tagline), Ad Campaign and New School Magazine.
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