Project Overview
Patricks School of the Arts is Australia's leading Performing Arts School located in Melbourne. Every year, young and aspiring creative arts performers make the pilgrimage from all over the country and New Zealand to either undertake a short course or audition for the opportunity to complete tertiary studies.
Patricks also offers The Academy, a specialised high school that caters to students seeking a comprehensive academic education complemented by practical training in performing arts.
Now in its 16th year, Patricks School of the Arts is widely recognised for producing a high calibre of industry-ready artists who consistently
achieve global success and outstanding academic results at The Academy. Their reputation is a result of a combination of factors: the quality of directors/teachers who work in the industry; the passion and dedication of both students and faculty; the progressive approach in how Patricks evolves programs and courses to meet the ever-changing demands of the global performing arts industry and finally, the success rate of alumni students, who gain industry work in some of the worlds most prestigious productions.
Despite this reverence, what Patricks lacked was a strong brand identity and cohesive brand experience that correctly reflected the institution's success, spirit, and legacy. And that's precisely what we did for them.
Project Commissioner
Project Creator
Team
Julie Jackson - Director
Abbie Stoyel - Designer
Jess Bentley - Designer
Lucy Wells - Designer
Laura Agricola - Strategy
Shane Shulman - Web Developer
Project Brief
Our goal was to elevate the brand experience to accurately reflect their core difference and strong standing in the preforming arts industry. This required a contemporary, bold and dynamic brand identity and full redesign of assets they could leverage across traditional and digital mediums to reach new audiences, while creating a sense of pride and excitement amongst the Patricks' community.
Scope included:
1.Brand identity and visual style
2. New Logo to represent their difference, in producing 'triple threat' artists (VOICE, DRAMA, DANCE)
3. Communication strategy
4. Website
5. Prospectus across all programs
7. Marketing Campaigns
8. Social Media management
Project Innovation/Need
Patricks are known for producing triple-threat performing artists which is rare. This is also a key reason they experience such a high Alumni industry success rate, here and abroad.
It was important we articulated this core strength in every aspect of the brand identity and brand experience.
For example, the new logo incorporates three design elements in three colours (white circle, pink square, and green triangle) which represent the three genres (voice, drama and dance). Each shape / elements can be used in isolation, or together, to symbolise the Patricks Triple Threat.
Design Challenge
One of our mandatories was to incorporate the 'crest' from the original Patricks logo as it formed part of the brand heritage and symbolises 'tertiary institution'. We wanted to ensure the evolution of the crest would feel modern, express their value behind the brand and serve as a rallying symbol for the Patricks community.
Another key challenge was creating a new, contemporary brand identity that was cohesive, clean and bold, yet incorporated existing images and videos of real life performances / students, which were varied in photographic & visual style.
Effectiveness
Since the launch of the new brand identity, website and the ongoing management of their social channels, Patricks have seen a huge spike in followers and engagement.
Patricks have also confirmed 2020 yielded the highest application rate on record, despite COVID challenges.
More importantly, the new brand identity has not only been embraced by the Patricks community, but ignited a huge sense of pride and excitement.
Lastly, we were recently contacted by a Patrick's competitor who wanted us to rebrand their institution - which we politely declined.
Graphic Design - Identity and Branding - Education
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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