Broomwood School Rebrand: #BeYourBest
Client Overview
The Northwood Schools Group is one of London’s foremost pre-prep and preparatory school groups. A privately-owned group of independent schools based in South-West London for children aged 4-13, the group wanted to unify its family of schools—Broomwood Lower, Northcote, and Broomwood Higher—under a new, cohesive identity: Broomwood.
This project was more than just a rebrand; it was about creating a seamless educational journey for highly motivated pupils to continue to achieve excellent academic standards and scholarships and ensure that the visual identity resonated with both parents and students, reflecting the schools’ shared heritage and forward-looking ethos.
The Opportunity
In a highly competitive educational market, standing out is crucial. The task was to create a strong and dynamic brand that would appeal to parents with both traditional and modern expectations of what their children’s educational journey should look like. The challenge was to combine the heritage and core values of the individual schools into a single, iconic visual identity. The new branding needed to convey a strong sense of unity, belonging, and purpose, making it easier for parents and pupils to understand the full educational journey on offer while highlighting the unique strengths and values of the schools.
“It’s been a real pleasure working with you all over the past few years, and on this project, in particular. I really couldn’t have done any of this without you.”
Ali Bucknall
Head of Marketing & Admissions
Broomwood
Our Approach
After extensive discussions and research with stakeholders, we developed a new logo that combined the existing Broomwood “B” with the Northcote stag. This design honours the schools’ rich heritage while signalling a dynamic and forward-looking culture.
Defining the Ethos: We encapsulated this culture in a new school motto: “To Do Your Best to Be Your Best,” which underpins the ethos and values shared by the individual schools. This motto reinforces the commitment to believing in every pupil, helping them develop their unique passions and talents, and encouraging them to embrace change.
Comprehensive Branding: We didn’t stop at a logo and motto. The rebrand included the creation of a full suite of assets and creative direction:
- Brand Identity and Guidelines: To ensure consistency across all touchpoints.
- School Signage and Uniforms: Reinforcing the new identity visually across the schools.
- Promotional Materials: Including banners, posters, adverts, mugs, and tote bags.
- Pupil Resources: Such as challenge books, designed to engage students with the new brand.
This comprehensive approach ensured that the new branding was integrated across all aspects of the schools, reinforcing their unified identity and mission.
Results
The rebrand successfully delivered a strong and iconic visual identity that conveys a sense of unity and belonging across the Broomwood schools. By combining elements of the schools’ rich heritage with a modern, dynamic approach, we created a brand that resonates with both traditional and modern parents, making the full educational journey clear and compelling.
Next Steps
As the Broomwood schools continue to grow under this new unified brand, our next steps involve supporting the implementation of the brand across all communications and ensuring its ongoing evolution to meet the needs of the school community. We look forward to continuing our partnership with Broomwood, helping them to inspire and equip every pupil to #BeYourBEST.
Our Work in Action
St Anne’s Homes for the future campaign
A campaign centered on “home” is uniting alumni and donors, driving St Anne’s towards its ambitious fundraising goal.
Portsmouth Grammar School: Portsmouth Point
Enhanced Portsmouth Point magazine with engaging, flexible design, reflecting PGS’s intellectual vibrancy.
Coffin Mew Rebrand
Coffin Mew’s bold rebrand by The Graphic Design House positioned them as an innovative, forward-thinking law firm, embracing change.