Zurich International School: a new creative messaging approach and visual identity

In late 2020, we were commissioned by Zurich International School (ZIS) to develop new creative brand messaging and an updated visual identity for the school. 

ZIS has around 1250 students from 55 nationalities and 40 mother-tongue languages represented in the school community. Students from the age of 3 - 18 attend our school.

It is the oldest accredited school in the Zurich area, with a good reputation. However, the School felt it was time to invest in their visual identity and messaging to better differentiate them from other local schools, and give them a competitive edge. 

This project took part alongside the internal development and launch of a new strategic plan, and an innovative new bilingual programme offering that would set ZIS apart.

To inform the development of the new messaging and visuals, we carried out the following activities:

• A review of the existing strategic plan, brand guidelines and existing audience research insights

• Stakeholder interviews with senior management including the Director, Principals, Deputy Principals and board members

• Audit and review of existing marketing and communications outputs including metrics

• Light-touch research including a website intercept survey, user testing, audience interviews and competitor review

The competitor review looked at websites and communications outputs of 5 key competitors, reviewing brand, messaging, imagery and use of key channels. 

Following our discovery and research work, we were in a position to develop the new messaging and visuals to set ZIS apart. We carried out ideation workshops with ZIS stakeholders and internally, and came up with three potential concepts. 

We tested the three concepts with audience representatives to gather feedback before refining and presenting a final brand concept and visual identity. 

Throughout the project, ZIS were keen to retain the existing logo and colours. By adding a secondary colour palette, a more modern font, and a couple of new visual motifs, we were able to refresh and modernise the visuals to better serve the school. 

We also enhanced the existing lion emblem that was being used, as a motif to talk about the lion spirit that ZIS instills in its students, nurturing pride, courage and resilience. 

To support implementation of the new messaging and visuals, we provided brand and messaging guidelines, visual assets and templates, personas for ZIS to use in future, a channel plan and 12 month content plan alongside team training.

Director of Community Relations, Michaela Seeger said: "We greatly enjoyed working with Pickle Jar Communications. We were impressed how well they have understood what kind of a school we are and how to communicate our values effectively. The team was very easy to work with. We highly recommend them."