Beaumaris Secondary College Brand Identity and Strategy
Beaumaris Secondary College is a new school located on the former site of Sandringham College, Beaumaris Campus. Delivering world-class education, the school offers children the best opportunities to not only prepare them for a bright future but more importantly, to inspire them to become critical global citizens.
In time for the opening of the state-of-the-art school, Beaumaris Secondary College required a new brand strategy and identity that captures the innovation of their global approach to teaching. The school’s close proximity to the bay also served as a differentiator that connects students to learning spaces beyond the traditional classroom.
Davidson conducted strategy workshops, working closely with the principal to define the positioning, ‘Belong. Believe. Become.’ It tells the story of nurturing the hopes, dreams and aspirations of our young people so they can truly believe they can make a difference and contribute positively to the future and the world around them.
The Beaumaris Secondary College brand identity is a two-tone wave enclosed in a circular shape. It recognises the bay as a unique part of the college identity, seeking to connect the community with the unique location and environment of the school. The circular shape symbolises world-class education, its continuity is timeless and a reference to the students’ journey from school into the community.
In its first year, Beaumaris Secondary College received high enrolment, coinciding with a peak in house prices due to demand to get into the school zone. Locals have noticed the respect students have for their new school, wearing their uniforms with pride and describing the school and logo as modern and ‘cool’.