background
Sacred Heart Girls' College is an independent Roman Catholic secondary school for girls from years 7 to 12 located in the Melbourne south eastern suburb of Oakleigh. It was opened in 1957 by the Sisters of Our Lady of the Missions. The College houses approximately 1000 students and provides a dynamic environment that educates young people to be compassionate, discerning and resilient.
Project
We were commissioned to develop an updated brand mark and visual identity system for the College, supported by a comprehensive brand style guide. The aim was to create a contemporary, cohesive identity that could be implemented consistently across all media platforms and SHGC collateral.
Challenges
The project involved exploring a number of opportunities to modernise and strengthen the existing identity. While the client embraced several of the proposed directions, the conservative nature of the education sector, together with the preferences of the SHGC Board, ultimately limited the extent of change that could be achieved. As a result, the original brand mark remains in use.
Result
Although the project generated considered strategic and creative opportunities for the College, the final outcome fell short of its potential. The experience highlighted the challenges of evolving an established institutional identity within a conservative stakeholder environment, particularly when balancing contemporary brand ambitions with existing perceptions, traditions and governance.
