New Canaan Country School
New Canaan Country School (NCCS), a progressive Pre-K–9 school in Connecticut, described their learning environment as a "play-based learning journey." But parents heard, "weak academics" and "unstructured." Their new brand strategy reflects the meaning behind what they had been saying all along. But this time, families understand the benefits to their child.
These storyboards crystallize NCCS's STAND OUT positioning. The brand voice and graphic identity are intentionally serious to counter the misperception of "all play and no work"—a major shift from the "crayola crayon" palette used for years.