The latest episode of My Best Campaign is out now →

York House School

What We Did

Research and Insights
Audience Personas
Brand Positioning
Verbal Identity
Writing Guide
Design System
Marketing Toolkit
Art Direction
Photoshoot Production
Animated Video
Copywriting

Industry

Higher Education & Schools

Rewriting the rules for girls’ education

York House School came to Monday on the brink of major change. Steeped in tradition but far from stuck in its ways, the school had just launched an audacious strategic plan for inclusive girls’ education. It was time for the brand to catch up. York House wanted its transformative on-campus experience to reflect across every marketing channel—and to invite a more diverse student body to flourish there.

Brand R+D to reach the right audience

To welcome a new wave of prospective families and students (a.k.a. “Yorkies”), the school first needed to break free of some misperceptions. Many believe private schools are reserved for the privileged, but York House is making a future-ready education more accessible for more young women. Branding for education feels most authentic when it’s rooted in insights from the people who live it every day. So, Monday dug deep into research and focus groups with current Yorkies and staff to create a series of audience personas, pinpointing the values, pain points and common interests of students and parents. These personas set the foundation that anchored our forthcoming strategy and admissions marketing, ensuring it would ring true for the school’s audience.

Rolling out the new brand

Monday’s ongoing partnership with York House is colourful and collaborative. As the school continues fulfilling its strategic vision, our deep involvement behind the scenes has us feeling like honorary Yorkies. From fresh photography and concepts for a student recruitment campaign to user-centric copy for the soon-to-launch website, we’ve been shaping creative building blocks to support the next chapter of enrollment marketing at the school.