Kent School, a boarding school in Connecticut, needed a brand strategy to stand out among dozens of New England boarding schools. Families often visited Kent on their way to see other schools. How did we differentiate Kent in a sea of sameness? We discovered that a hallmark of a Kent education is the ability to explore a wide variety of interests. Some of its competitors offered the same opportunities, but NONE of them talked about it. This was a mountain top that Kent could own.
These storyboards illustrate Kent's authentically modest but clear brand voice and, as a package, reveal Kent's Stand Out brand strategy.
The wind is at our back thanks to your work. Thank you!
Jeff Cataldo, CFO, Kent School
“EdwardsCo did the ampersand concept, right? Well, it’s working. All of a sudden we’re losing students to Kent.”
Phone call from a Kent competitor