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Education

Schools, both independent and state, are having to think more creatively about their branding and marketing communications. Senior leadership are of course conscious of new admissions and retaining pupils – these will alway be important objectives. Increasingly though we have been involved in designing pieces for schools that don’t fall directly inline with more traditional promotional comms such as prospectuses.

One of our clients has significantly increased the print run of their yearbook that we design and produce for them which is then used as a de facto prospectus – without the traditional marketing delivery. Written by the pupils depicting them and their work, the book articulates visually and linguistically the broad opportunities available at the school. This beautifully produced almanac is a refreshing change to traditional prospectuses and comes across as authentic devoid of overt persuasion and contrivance. Other times we have created quirky fundraising mailers and advertising campaigns a million miles away from the more common educational approach.

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This month sees the launch of the new Monkton Combe School advertising campaign Ice House Design have created. School advertising historically has largely tended to be a few smiling, attractive kids depicted in pleasant surroundings. Okay, but when ads need cut through and show the individuality of the institution (which they should), a more creative approach should be taken.  The proposition we came up with for Monkton advertising campaign came from ‘looking at schooling differently’. We wanted to make images that were challenging, stimulating and contained humour. Images that articulate a sense of what the school is and have the participation of the pupils. The design for the advertising needed to pull itself away from the masses. Ice House Design have created a sequence of 5 ads using various anamorphic illusions that incorporate the broad age range of pupils.

New Monkton Combe School advertising campaign

New Monkton Combe School advertising campaign