Compass School is a free school in Southwark, South East London, which opened in September 2013. Pupils are aged 11-16 and come from a diverse range of social and cultural backgrounds.
The school is temporarily housed in an old college building while a new housing development and school are being built on the site. As a result the school is in a constant state of flux, regularly moving from one area of the site to another, so signage and environmental branding has to be portable.
We started working with the school on their marketing and communications materials in June 2014 in preparation for the 2014-15 school year.
The first step before any design began was to visit the school and explore the surrounding community to get an understanding of the culture, personality and environment. This was followed by a face to face briefing with the Principal. It’s essential to visit any organisation and meet key members of staff before you can create anything that accurately reflects the school and it’s unique characteristics.
The school already has a badge which is used across the uniforms so we didn’t want to change that dramatically and consequently create a need for parents to have to unnecessarily have to buy anything new. We slightly tweaked the badge to refine it and make it a little more graphic and unique, but nothing that would create any continuity issues with existing materials.
In terms of the branding we developed basic design guidelines including a colour palette and typefaces to ensure consistency of brand implementation across all materials.
We presented three concept options for the website and prospectus in response to the brief. Following the presentation they chose their preferred design direction with some tweaks and a bit of ‘cross fertilisation’ between the different concepts. Following our development and sign off we sourced and managed the prospectus printing through to delivery, and the website build and programming. The website is built around a standard WordPress content managed site so that it can easily be updated by the school staff and they are not tied to one website developer in the future.
In addition we produced some portable and temporary signage for the reception area and banner stands for use at open days and events. We focussed all materials on the school’s vision statement – “Everyone in the Compass School Community will confidently reach the destination to which they aspire”.
All materials are designed to feel inclusive and reflect the community with the inclusion of quotes from parents rather than feeling too institutional and cold. The structure and functionality of the website is straightforward and accessible to encourage use by parents. The website and prospectus both work on two levels with key information and statistics pulled out to give an at-a-glance overview with the text providing more in-depth information and details. The website is structured to allow users to easily access the information they are looking for quickly and easily.
We will soon be starting work with Compass School on the next phase of their brand development and their new marketing materials for 2015-16.
Further tips and advice on marketing and branding for schools and colleges can be seen here.