St. George’s Independent School | Memphis, TN
The classrooms at St. George’s Independent School hummed with intellectual energy. Students engaged in hands-on exploration, concepts sprung to life in innovative projects, and teachers delivered a bedrock college preparatory education through modern, active approaches.
Some prospective parents in the tradition-rich Memphis market, however, remained skeptical of these evolving methods—which bore little resemblance to their own orderly experience with education. To reach best-fit families, the school had to tell St. George’s tale—and the complete, compelling story of how this school teaches and tends to the next generation of Memphians.
Sarah Cowan, Director of Communications
St. George’s Independent School employed beautifully engaging, demonstrably effective pedagogy—but in a conservative market, within a city that sometimes failed to understand what happens in classrooms where agile teaching and active learning shape the curriculum.
For some time, SGIS needed to spread the word about their impressive academic results, life-changing approach to transformative diversity, and the true warmth and joyfulness of the school community. However, SGIS had been entirely too busy doing to spend much time describing.
We realized that beneath all St. George’s innovative and updated methods, the school offered the unassailable bedrock of an excellent classic education. The SGIS commitment to project-based teaching, entrepreneurial spirit, collaborative work, and active learning—all buzzwords that might make the greater Memphis community nervous—culminates in graduates with strong problem-solving skills, critical and creative thinking abilities, and emotional and ethical maturity.
These disciplined minds, adventurous spirits, and brave hearts appeal to any parent, even in tradition-rich Memphis. The task: make explicit the connections between classic content and modern methods—between what Memphis families have always wanted for their children and what St. George’s delivers in new and exciting ways.
CRANE created a series of interwoven strands, which function visually as two intertwined threads and verbally as a meld of two phrases—one claiming St. George’s timeless educational ends and one describing the school’s timely instructional means.
As part of their new graphic identity, the interwoven strands gave St. George’s a way to link—artfully but clearly—the shared, classic values of many prospective families with the fresh, modern methods of a St. George’s education. St. George’s Independent School now has the language and the imagery to show best-fit families how active learning leads to time-honored results—and reveal the true depth and complexity of the overarching SGIS philosophy.
In the wake of the rebranding effort, St. George’s is experiencing an across-the-board uptick in website traffic, and in particular, new visitors to the admission events page have increased by 210% over traffic recorded at the same point last year. More importantly, new applicants are finding their way to all three SGIS campuses—with the upper school reporting a 200% increase in applications—and SGIS reports that of these applications, more are coming from best-fit families across Memphis.
The school also attracted the attention of a nearby elementary school that is on its way to becoming a feeder for sixth grade.