CATS Colleges are international boarding schools in the UK and US for 14 to 19 year olds. They attract students from all over the world and are specialists in preparing them for entry into top universities. Limewash helped them to understand what made them different in the secondary education space and how they could compete with traditional boarding schools to attract more high calibre international students.
We developed a number of concepts for their showcase prospectus, having researched with students to understand what made CATS different.
Historically they have diluted their difference to compete head on with traditional boarding schools and have therefore come across as 'staid and stodgy'. We reversed that with vibrant, dynamic and fun positioning.
Each concept we presented took a distinct approach to give them a choice of direction. But we were careful to make sure it was still aligned to the overall brand.
We cut down on the complexity of their previous prospectuses, saying more with images and well-worded impactful titles and quotes.
A key insight from students is that these prospectuses weren't relatable, so we made sure these concepts talked directly to them.
Using well chosen words to tap into their feelings and emotions at a time when they are making big decisions about their future lives.