Inspiring the future generation.

A brand transformation shaping the future.

Childers State School, an Australian educational icon since 1888, approached us for a brand revamp that resonated with today’s generation without diluting its legacy. What started as a design brief for “TRACK” behavioural posters morphed into an extensive reimagining of their brand. We tackled their identity confusion with the local high school, brought cohesiveness to their brand, and defined a unique identity: a thoughtful blend of a new logo, uniform, colour scheme, and a unique “Four Stripes” student rewards system. A total transformation while honouring its heritage.

Symbolising a nurturing environment.

The final logo design represented a modern interpretation of Childers’ distinct elements. Constructed as a shield made from ‘Four Stripes’, the logo creatively integrates local elements such as rolling hills, rows of sugar cane fields, and a book – each stripe representing one aspect. A final element, a bird in flight, symbolises the school’s nurture and students’ future aspirations extending beyond academia.

Discovering student vibes and interests.

We conducted intensive on-the-ground research to understand the school’s market accurately. This involved a deep dive into the school’s history, the community it serves, and the extracurricular preferences of the students, such as Little Athletics, Rugby League, video games and shredding the local skatepark.

Target Audience Identification

Through workshops, we worked closely with the school’s teachers and staff to create customer personas of two student types and one “bypass” parent, which helped us understand the unique needs and motivations of the school’s core stakeholders.

Competitor Analysis

Teachers shared insights into their competitors, primarily private schools that students bypassed Childers SS for. The key differentiator was Childers State Schools’ experience — a full-service community approach; it’s a community hub, not just a school.

Cultural Trends

Understanding the life of the students outside the school gates was critical. School discos, sports, and video games emerged as significant trends that could be leveraged in the branding.

To collate and analyse this diverse data, we facilitated workshops with the teaching staff to ensure the new brand had broad appeal and authenticity. This comprehensive research approach proved invaluable in informing our strategic direction for the school’s brand transformation project.

Championing a future-focused vision.

Our strategy centred on designing a brand identity for Childers State School that mirrored its vibrant community, combining local elements with educational symbols. We aimed to enhance the school’s strengths, create a visually refreshed look aligned with its evolving objectives, and guide the rebranding process effectively.

Forward-thinking design.

Through every step of the process, consultation with stakeholders ensured the final design was approvingly received, achieving a delicate balance between mirroring the heritage and values of Childers State School and giving it a modern, distinctive appearance.

Initial ideas and brainstorming

In the initial stages, our team brainstormed ideas to capture the spirit of Childers State School with a contemporary crest emblem.

This process began by modernising traditional elements in the old crest – such as the book, sugar cane, and sash across the shield.

Another approach then integrated abstract symbols, like an athletic track line, into our initial sketches, inspired by prevalent extracurricular activities among students.

Brandscapes

Once we had a primary direction, we created three brandscapes each embodying a distinct theme.

The Four Stripes.

Introducing the Four Stripes – a genius design element that seamlessly binds Childers State School’s brand identity. Represented in the logo crest, it beautifully meanders through visuals, echoing the brand’s essence.

More than just a design feature, the Four Stripes transforms into an engaging reward system, serving as puzzle pieces to construct a ‘track’ that students earn for positive behaviour.

To take it further, we crafted a unique Four Stripes font, allowing students to venture into creating digital designs. Mapped to keyboard characters and set up on a Microsoft Excel grid, we’ve paved the way for uninhibited exploration of creativity within the confines of a structured system.

Powering new identity.

The final design of Childers State School’s rebrand includes a modern logo that embodies the school’s character using ‘Four Stripes’ to represent local elements and aspirations.

The crucial element, ‘Four Stripes’, morphs the local elements and aspirations into a stylish shield-shaped logo and serves as a unifying theme across the branding material, from letterheads and uniforms to website layout and advertisements.

The final vibrant design aptly conveys the school’s essence and future-focus.

Typography

Typography played a crucial role in maintaining a coherent look across various materials. We selected ‘Barlow’ for headings, thanks to its easily readable, wide tracing and rounded shapes. ‘Red Hat Display’ was used for body text. Both these fonts are from Google Fonts, ensuring compatibility and accessibility across different platforms.