Scope: Brand strategy, Identity, & Community Engagement Plan
Client Type: Government State School
Location: Coomera, QLD
Year: 2024 - Current
Contact: Melanie Harth - Principal - (07) 5555 3333
Overview
Bl_nk was engaged by Foxwell State Secondary College to lead the development of a comprehensive brand and cultural strategy — one that would reposition the school within the wider community, realign its internal culture, and create a meaningful framework to support staff, students, and families alike.
As a young and growing school, Foxwell faced challenges in establishing a clear identity that reflected its values, connected with its diverse audiences, and offered a compelling reason for families to choose it over more established alternatives in the area.
Our Role
Understand the lived experiences across all audience groups, uncover the barriers to connection, and shape a strategy that would build pride, cohesion and a sense of ownership — both within the school and across the broader community.
What We Delivered
BLUEPRINT - BRAND STRATEGY
Stakeholder Research & Local Insights:
To shape a strategy that truly reflected the needs of the community, we first needed to understand it. Our process included:
+ Local demographic research to assess community make-up, external perception, and parent choice drivers
+ Cultural audit of the school environment, communications, and engagement channels
+ Audience structure mapping to differentiate needs and perspectives across:
- Students
- Faculty & Leadership
- Parents & Carers
- External community (including feeder schools and local partners)
+ Stakeholder Engagement:
- 1 x Intensive 1-on-1 workshop with school leadership and key decision-makers
- Explored perceived barriers, current engagement challenges, and the aspirations of each stakeholder group
- Gained deep insight into internal perceptions, limitations, and the school’s vision for cultural transformation
- 1 x Review & synthesis workshop to align findings and define the framework for implementation
+ Audit & Analysis:
- A complete audit of existing communications and engagement materials, revealing inconsistencies and opportunities for more effective connection across all audience types
ACTIVATION - REVISED BRAND IDENTITY SYSTEM
Following the development of Foxwell’s brand strategy, we moved into the Activation Phase — bringing the strategy to life through a unified identity system that could be implemented consistently across the school community.
We began by refining and formalising the core brand identity. The school’s shield logo was standardised and supported with a set of alternative lockups, providing flexibility across applications while ensuring cohesion. The colour palette was extended and the typography system was formalised to establish clarity and consistency across all communications.
To strengthen cultural connection, we introduced a library of character illustrations representing students (junior and senior), teachers, and school leaders. This was paired with a suite of custom iconography, carefully designed to align with Foxwell’s new brand structure and visually support the learning pathways and newly introduced academies.
We also addressed naming conventions, reworking several existing program titles to create consistency across the ecosystem of assets and communications. This not only enhanced clarity but also reinforced a sense of belonging for students and staff.
The process culminated in a comprehensive identity system, demonstrating how all brand elements — logos, typography, colour, illustrations, and iconography — come together to communicate one clear, cohesive, and highly recognisable brand. Importantly, it was a brand that students and teachers could connect with and feel proud to represent.
To support rollout, we completed a full audit of internal and external touchpoints and developed a phased action plan. This prioritised key assets and outlined a structured execution pathway, enabling Foxwell to gradually implement the new identity across the school and its departments without disruption.
The result was an identity system that not only aligned with strategy but also delivered clarity, cohesion, and cultural resonance — an identity designed for longevity and belonging.
Testimonial - Principal - Melanie Harth
To Whom It May Concern,
Partnering with Bl_nk to develop our brand has been an exceptionally positive and rewarding experience for Foxwell State Secondary College. From the outset, Amanda and her team demonstrated a strong understanding of th education sector, offering valuable insights that helped shape our strategic brand direction.
One of the most impressive aspects of their approach was the ability to align one of our strategic goals to build culture through a sense of belonging to our college utilising our brand identity. The brand they helped us create is not merely a visual identity, but a meaningful representation of our values, our purpose, and the aspirations we hold for our students.
Our engagement with Bl_nk has extended well beyond the initial strategy phase. They have continued to provide support throughout the implementation process, including signage, social media, and printed materials, ensuring consistency and impact across all touchpoints.
The outcome is a cohesive, future-focused brand identity that communicates our vision with clarity and confidence. It has strengthened the quality and delivery of our College modes of communication with our whole school community; students, parents, business and industry partners and the wider community. Our brand now shares our story in a way that is both authentic and compelling.
Bl_nk's professionalism, creativity, and strategic expertise have been invaluable. I would confidently recommend them to any. school or organisation seeking to build a brand identity that genuinely reflects its mission and values.
WE WOULD LOVE TO HEAR FROM YOU.
Every great brand begins with a conversation.
And we are ready to listen.