The Chafford School is a specialist Business and Enterprise college based in Rainham, Essex. While the school held an Ofsted rating of good and good exam results, the fabric of the school did not reflect the schools success. Its existing branding was inconsistently applied and the strong use of the logo colours, red and black, throughout the school could have been perceived as institutionalised. The Chafford School logo had also not been fully evolved for many years.
Mackman was approached by the headteacher at Chafford School through a connection with Stanley Bragg architects, who recommended Mackman for the work. The school was looking to explore a re-brand and the creation of a ‘Chafford look and feel’ throughout their premises. The staff felt that the most important part of the project was to revamp the main school entrance and the ‘dingy ‘b’ block corridor’, including redecorating and applying the new brand.
As part of the process to enable us to deliver a successful brand, we needed to have a real understanding of the views of the schools key stakeholders. We used targeted qualitative and quantitative research to get valuable insight into the views of all relevant stakeholders; parents of pupils, pupils, staff and governors.
The stakeholder research then fed into the creation of an overall visual and tone of voice for the school, developing its character and identity so that it accurately reflects the direction and values of the school. The new brand is sensitive to heritage colour requirements, and will include a phased approach to rolling out the refreshed brand across the school. As part of the process Mackman also worked closely with the architects Stanley Bragg on the interior design concepts, directing the use of colour and surface design to ensure the architectural and branding image are all aligned.
We felt that successful branding, alongside educational achievement and a high Ofsted rating would differentiate Chafford School from other education providers. Branding is important for decision-making, as it provides a short cut to identifying educational services offering high value. The more distinctive your brand, the less likely parents will be to accept a substitute.