"We need to meet people where they are, not where we want them to be." This phrase, said by Pope Francis, inspired our approach when developing the brand for an organization challenged to reach people who are unfamiliar, or even skeptical, of a Catholic education. The Catholic Schools in the Archdiocese of Louisville describe themselves as a system of schools, not a school system. With no existing brand identity prior to this project, this message unified the Catholic Schools' brand, while allowing individual schools to maintain their independence. Through a mix of qualitative and quantitative research, we discovered the qualities that set this renowned system of schools apart in the minds of current and prospective families.
With more attention focused on diversity than ever before, we designed a dynamic brand identity that would continue to set these schools apart and welcome all. Each “C” was carefully created to represent the unique communities of these schools.
Based on the individual strengths of each school, we created language and visuals that define the communities of dedicated educators, parents and advocates. "Together we guide them on a sacred journey and mold them during their most formative years with the profound understanding that they are a reflection of their experiences."