case

SECTOR:

Rescuing the leading role of one of Goiânia's most innovative schools through new positioning

Colégio Integrado, with three units and more than 25 years of history in Goiânia, approached us with the aim of renewing its image and strengthening its leading role in an increasingly competitive and diffuse market.

Reframing

and co-create

We began with an in-depth analysis of the school's perception among its various publics. We made a careful immersion, talking to students, parents, teachers and opinion formers, which allowed us to deepen the strategic diagnosis, taking into account competitors, the market and current trends.


We worked closely with the school's board of directors to co-create and reframe a positioning that would highlight its differentials and clarify its identity in relation to its strategic publics and the community. This was done at a crucial time, when it is necessary to balance the present with a vision of the future.

We got involved, went deeper and provoked ourselves. The new positioning brings out the essence of Colégio Integrado and reaffirms the brand in a clear and distinctive way. We developed a new identity that expresses the "soul" of the school, as well as systematizing communication between its three units and different educational phases.

We incorporated the necessary contrast into the brand language to align it with the new world, adding vernacular elements such as hand-drawn pictures and including technological innovations such as the application of artificial intelligence, reflecting the zeitgeist of today's youth.

More and more people are discussing the role of schools in training citizens in a world of hyperconnectivity and an excess of new educational platforms. In this scenario, the school's role goes far beyond simply educating - it is an influencer of the future.

In the case of private schools, new institutions spring up every year, leaving parents facing the difficult choice of where to enroll their children. Distinguishing the differentials and purposes of each one becomes increasingly challenging, leaving room for vague opinions or referrals from third parties.

It is in this context that schools with clear positions stand out, whose proposals can often go unnoticed amid the bombardment of information and new ideas. It was faced with this challenge that we took on the task of repositioning a traditional school in Goiás.

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