Chatham Hall’s refreshed brand shattered old perceptions and inspired a surge of pride, with new school merchandise selling out and staying on backorder for months as students, families, and alumnae embraced “Step Into Your Power.”
Chatham Hall, a girls’ boarding school nestled in the rural town of Chatham, Virginia, faced significant perception challenges. Unlike its prestigious counterparts in New England, Chatham Hall was relatively unknown and often perceived as a haven for shy, less-driven students. The school sought to reposition its brand to reflect its true strengths, break free from these misconceptions, and attract families who might otherwise overlook this hidden gem.
Our research uncovered a stark contrast to the prevailing perceptions. Far from being a refuge for unmotivated students, Chatham Hall is a place where boldness and confidence are nurtured. Its remote location and intentionally designed pedagogy provide the time and space for deep friendships, personal growth, and transformative experiences. Chatham Hall doesn’t just graduate students—it cultivates powerful, self-assured young women who leave ready to make an impact on the world.
Our collaboration on visual identity and an admissions campaign provided Chatham Hall with new ways to clearly communicate their powerful outcomes to prospective families. This effort conveyed the message that at Chatham Hall, students can feel unstoppable. The updated shield maintained tradition and legacy while embracing new ways of thinking and working. Vibrant colors and a patch-like pattern on digital and printed materials highlighted the inclusivity and diversity of the Chatham Hall community. Varied typography created a sense of energy and movement, with bold fonts that conveyed the courage and power that students feel at Chatham.
The photography captured different points of view, perspectives, and scales, showcasing the community in action and demonstrating how they inspire and support one another.
A brand refresh can have many positive effects on a school, but one of the most heartwarming outcomes was the unexpected success of Chatham Hall’s School Store, which sold out of new branded merchandise before the end of the first semester, confirmation of the pride their community feels about being part of Chatham Hall, expressed in this powerful way.
