Brand positioning

Made for Girls is the new strategic brand positioning we created for Northampton High School. It leans into their expertise in girls’ only education and their commitment to supporting their students in tearing up the rule book on what girls can and can’t achieve.

Evolving the big idea
After pitching the concept, significant building blocks were put in place to help evolve and realise Made for Girls. New heads were appointed, new initiatives were launched and internal stakeholder feedback was captured.

Research & consultations
We held consultations with students and teachers with a very specific focus and pored over survey results/feedback to identify what they do exceptionally well, in their own way, to leave an indelible Northampton High mark on their girls.

We also looked at research conducted by The Girls Day School Trust (GDST) to understand what girls want from their education and future, as well as target audience mosaic profiles, admissions and retention data and how the High School and its competitors hold themselves out.

Bringing Made to Girls to life
Unique is a hard word to qualify. Using our learnings we consolidated the reasons to believe, crafted a narrative, wrote the copy platform and developed content and creative strategies to make Made for Girls wholly ownable to Northampton High School, bringing it to life through video and photography, a brand book and supporting marketing materials.