John Burroughs School
One of St. Louis’ most highly regarded college preparatory day schools turned to TOKY for a complete rebranding process — from core messaging to print pieces that reach the hands of thousands of families.
TOKY always begins projects like these with deep-dive research and analysis. Only after a thorough competitive review, and a range of discovery interviews with key stakeholders, can we begin to develop a message and identity that will authentically distinguish the institution.
In 2008, this prestigious college preparatory day school, founded in 1923, embarked on a rebranding process. Burroughs’ leaders engaged TOKY to develop new brand messaging that would distinguish the school and clarify its position as a leader.
After a thorough process of research, interviews, and evaluation of competitors, we developed five key promises that would help maintain, enhance, and ensure the long-term sustainability of the Burroughs brand.
These core promises, detailed at length in our deliverables, enabled TOKY and Burroughs to create a range of communications materials that shared a common voice and set of messages. The pieces we wrote, designed, and delivered to the school included new:
- Viewbook
- School website
- Capital Campaign materials
- Prospectus
Annual Report“The catalog is an elegant and inviting piece that combines well-composed typography, beautiful photography and ample white space to great effect. The catalog strikes a nice balance between telling personal stories through imagery and more formal texts. My first comment when I saw the piece was ‘I wish I went to that high school.’ …. Job well done.”
Designer and AIGA Judge Petter Ringbom