Insight
Our research found a deep sense of pride and loyalty within the Lauriston community. Yet we also uncovered important challenges: lingering myths to dispel, a need to better communicate the school’s value to prospective parents, and an opportunity to reignite engagement with alumni.
Above all, there was a shared feeling that Lauriston is extraordinary — but there was no shared language to define and express its ‘why’.
Strategy
We formed a brand steering team with representatives from across Lauriston’s staff and community, ensuring a wide range of voices shaped the process. Working closely with this team, we defined a new strategic proposition that clearly articulates the Lauriston difference and ensures it’s distinctive, authentic, and compelling for both internal and external audiences.
At the heart of the refreshed brand is the essence of “for life”. This is supported by a powerful narrative that captures who Lauriston is and why it exists. We also refined the school’s brand values, developed a new personality platform, and crafted key messages to bring this story to life.
To strengthen the school’s overall brand equity, we also introduced a new brand architecture strategy that reinforces the central Lauriston identity while ensuring clarity and consistency across all associations, groups, and activities.
Design
We began by breathing new life into the brand — evolving its identity, refining the brandmark, and freeing it from the rigid block lockup and tagline. We established clear guidelines for use and developed a streamlined brand architecture that placed the school’s identity at the heart of every program, event, and initiative.
With the refreshed brand and authentic photography drawn from school life, we launched a bold campaign that brought the school’s promise — “for life” — to life. The ‘Got This’ campaign captures the essence of the Lauriston effect: fostering confidence, resilience, and a strong sense of community. Its adaptable language moves seamlessly across year levels and activities, shifting from the personal — “I’ve got this”, “You’ve got this” — to the collective — “We’ve got this” and “They’ve got this”. The flexible messaging approach ensures the brand is always resonant, always real.
The Lauriston Brand Story
While others talk about changing the world, we make change happen. We define our own destiny.
Intellectually curious and constantly restless, we’re always ready to adapt and support those who need it most.
From an early age, we learn to get comfortable being uncomfortable. We know that when times get tough, we need to persevere and push harder.
Together, we see challenges as a chance to unlock new opportunities, to right wrongs and to contribute to an ever-changing world.
Whether it’s politics, commerce, science, sport, arts or our local community, we all have different passions, but we’re united by a determination to create our own path and shape a better future.
There’s nothing holding us back.
Lauriston, we're for life.