Crosfields school

The client

Crosfields School is a community-rooted, progressive school with a deeply nurturing culture. When they approached us, they were not looking for a cosmetic refresh. They wanted clarity, of message, personality and direction.

While the school had enormous strengths, its visual and verbal identity lacked consistency. Our role was to define and articulate a brand that felt as boundless as the pupils it supports.

The brief

Following an initial brand review, it became clear that Crosfields needed a more cohesive and confident system. Variations in colour palette, inconsistent typography and fragmented messaging were diluting the school’s character.

The task was to distil the school’s strengths into a clear strategic foundation and create a unified brand system that expressed its joy, curiosity and fearless growth — visually and verbally.

A mock-up of the Sport Industry Report 2026 front cover and spread on a orange background.

Our approach

We began with strategy, shaping a unifying promise before translating it into a confident visual and verbal identity designed for long-term consistency and flexibility.

A portrait billboard signage mock-up for Crosfields school designed by The Graphic Design House.

Defining the promise

Working closely with leadership, we developed a brand foundation built around personality, values and positioning pillars. From this work, a clear promise emerged: We don’t just ready pupils for their journey ahead, we teach them to embrace it.

“Embrace every journey” became the guiding lens for the entire identity, expressing challenge, resilience and joy in equal measure.

A mock-up showing the Crosfields School open morning graphic on a smartphone.

Expressing movement

A flexible journey line graphic was introduced to symbolise individual pathways and personal growth, bringing movement and continuity across touchpoints. Photography direction focused on natural, unstaged moments, capturing pupils not just achieving, but embracing their experiences. Tone of voice followed the same philosophy — confident, optimistic and momentum-driven.

A mock-up showing the Crosfield School leaflet cover, back and rolled out.

Refining the visual system

We consolidated an evolving colour palette into a refined, flexible system built around a confident inky base, a distinctive cornflower blue anchor and fresh supporting tones balanced by a soft neutral. Typography was carefully selected to reflect warmth, clarity and accessibility, combining Lora for expressive headlines with Inter for legible, flexible body copy. Together, they create a voice that feels academic yet approachable.

A mock-up showing a fence banner focused on student recruitment.

Building for rollout & longevity

The strategy was translated into comprehensive brand guidelines covering logo use, colour hierarchy, typography, tone of voice and application examples. The identity was then rolled out across key materials including senior and nursery collateral, banners and campaign concepts. We continue to support the internal marketing team to ensure the brand remains consistent and strategically aligned.

A photo showing the Online Magazine with the print samples

Results

Crosfields now has a unified and modern brand system, a clear promise in Embrace every journey, and a confident visual and verbal framework that reflects its values. The refreshed identity balances warmth and ambition, tradition and forward-thinking, providing a flexible foundation that supports the school’s continued growth.

Most importantly, the brand now clearly expresses what has always defined Crosfields, a community that is kind and rooted, fearless and curious, ambitious and unbound.

Define your school brand

Our work in action

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Build a brand with direction

If your school’s identity feels fragmented or inconsistent, we can help you define a clear promise and translate it into a confident visual and verbal system. From strategy and tone of voice to guidelines and rollout across key materials, we create brands that feel unified, expressive and built for growth.

Let’s shape an identity that reflects who you are, and where you’re going.

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