How do you reposition a 600 year-old-brand to make it relevant and appealing, without losing its authenticity?
We began by immersing ourselves in the world of this world-famous public school. Spending time with the boys and staff, experiencing their day, and auditing their existing brand assets. From this depth of insight, we created rich brand territories to help the school explore what most defined them.
Once we’d identified their purpose - their inspiring ‘Why’ - re-articulating the brand values and personality naturally followed. We then applied this refreshed brand positioning to the school’s verbal and visual assets. With a huge sense of responsibility, we re-crafted its crest and logo, to achieve a subtle balance between tradition and modern appeal.
Our approach for their new website combined a deep understanding of their audience with findings from mapping complex application journeys and auditing their previous site. The new website also performs a vital role in delivering the right brand experience to prospective parents, sharing rich stories, as well as triggering and guiding applications. It benefits from photography that we art-directed to capture the Why of the school on camera. This approach was reflected in the copy too, restyled and co-written. Even the movement and transitions have been considered carefully to contribute to the overall experience.
The new site launched in March 2019, followed by brand guidelines. A new prospectus pack is also in development, to communicate the wonder-filled experience that is the hallmark of an education at Winchester College.
In the first few months since launch, the site has seen an 85% increase in sessions, a 23% increase in time spent on site and 85% increase in the number of pages viewed. There are now more website enquiries, open day bookings and prospectus downloads.
“The new website is so fresh and vibrant and gives a real feel of what Winchester is all about. The result is truly transformational.”