In September 2013, I was hired by Jensen Design Studio to collaborate in branding the newly-formed St. Andrew's Schools, Honolulu, Hawaii. Born out of Oahu's historic St. Andrew's Priory for Girls--founded in 1867 by Hawaii's beloved Queen Emma--the new brand would combine the Priory, Queen Emma Preschool, and the newly formed St. Andrew's Preparatory for Boys.
Because the Priory was founded by an honored native Hawaiian leader, any change in mission might attract withering criticism from a sensitive press. Interviews were conducted in confidence. Few outside school leadership knew of the impending announcement
Ian Symmonds & Associates provided the strategic roadmap for St. Andrew's, which, like many girls prep schools, was facing declining enrollment and structural challenges. The new identity required brand development, positioning and key message development, taglines, language for campus banners and signage, and new viewbooks for the three entities operating under the St. Andrew's banner. Jensen Design managed a carefully orchestrated media effort culminating in the "surprise" announcement in October 2013, replete with speeches, signage, publications, and press packages.
A year later, Head of School Sandra J. Theunick reflects on the success of the massive reinvention. "Here we sit a year later, and this is a very different place."
"The great Hawaiian leader Queen Emma was a visionary thinker. At the St. Andrew’s Schools, we look to her leadership for inspiration as we improve and extend academic opportunities to the widest possible range of O‘ahu’s youth."