Work: Case Study Asheville
School

Elevating a brand to match its real life experience.

High school was a time that most of us were in no rush to repeat, but then we got a glimpse of an entirely different experience at Asheville School. This boarding school tucked into the mountains of Western North Carolina is a place where students become who they’re meant to be, and build a home that beckons them back long after they leave.

Capabilities
  • Brand Planning
  • Marketing Planning
  • Brand Writing
  • Brand Identity Design
  • Website Development
  • Print & Collateral Development
  • Ongoing Marketing
The Moment

The centuries-old, much beloved Asheville School faced a few tough years during the pandemic. The nature of social distancing and virtual education stripped away many cherished traditions that had shaped generations of students into fascinating adults, and all the while, the boarding school landscape became increasingly competitive. A former client returned to her alma mater to refresh and refocus the school’s branding and marketing, and asked us to help.

Our Take

We recognized that Asheville School is a special place the moment we stepped foot on campus. And as amazing as its approach to education, opportunities to learn and grow, and idyllic setting are—none of this translated into its story, materials, or website. The brand needed to be elevated and unleashed to reveal the energy that lives in the hearts of Asheville School students, parents, and faculty.

“Because you are complex. Dynamic. And different. Most interesting people are.”
The Concept

We crafted a defining story to serve as a rally cry for the school, and create a powerful reminder of what makes this institution so special—its inclusive spirit, dynamic community, and celebration of individuality.

Identity & Design

To update the school’s overall branding system, we created a more joyful representation of Asheville School, drawing inspiration from treasured elements of the experience: classic blue and white color scheme, vintage typeface, the chapel’s iconic stained glass window, the folklore of a banana dessert.

Original:
Updated:
Website Production

This website overhaul was an opportunity to capture the heart of the student experience, establish a sense of place, and instantly boosts the brand. Used primarily as a sales tool for prospective students and parents, we streamlined the site content, established a more editorial feel, and featured more clear calls to action.

The Outcome

The stakes were high: we knew this effort could have a transformative impact on the school from the inside-out. Our collaboration with the Asheville School team tapped into the essence of the school and brought cherished elements of the experience to the foreground. The branding and communications platforms became a true reflection of the community itself—a vibrant and welcoming environment that feels like the perfect place to spend four unforgettable years.

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