Pursuing wisdom for a better world

A new vision to unite parents and educators across faiths, cultures and ethnicities

A Singapore-based Jewish school faces the challenge of creating broader appeal with non-traditional Jewish and expatriate parents.

NOBLE VALUES OVER A NOBLE TITLE

How do you rebrand an organisation when it involves a whole community’s cultural identity? This was the question &Larry faced when we decided to help Sir Manasseh Meyer International School (SMMIS), a not-for-profit school founded by Singapore’s Jewish community that was struggling to maintain its viability with the expatriate Jews and also to find a compelling message to with non-Jewish parents.

For a start, its previous branding had been built to leverage on the knighthood of Sir Manasseh Meyer, the namesake of the school, which was more commonly associated with chess than any noble qualities of the school itself. Having relocated to a more spacious location, SMMIS, faced the challenge of attracting sufficient enrollments from more liberal expatriate Jewish and non-Jewish families.

Working with Design Sojourn, we conducted a brand audit that involved teaching staff, the board of directors and also currently enrolled parents as well as those who chose to leave the school. We gained insights to the Jewish community in Singapore and its many differing perspectives, as well as the appeal of the school to non-Jewish parents. The result was a new brand strategy that included recommendations for the schools’ curriculum, brand communications and brand direction to improve community relations and brand appeal to expatriate parents.

The result was a new brand strategy that included recommendations for the schools’ curriculum, brand communications and brand direction to improve community relations and brand appeal to expatriate parents.

A new brand identity was designed to encapsulate SMMIS’s values and brand ethos: “Pursuing wisdom for a better world”, itself developed from ‘Tikkun Olam’, the Jewish concept of ‘Repairing the World’.

A LIGHT FOR FUTURE GENERATIONS

Our design of the new logo takes into consideration the need to preserve SMMIS’s Jewish identity while having broad appeal for an international school. The symbol itself is filled with meaning, incorporating elements such as the Jewish menorah, and symbols of universal values such as knowledge, growth, school-community support, and respect for a child’s individuality.

2x

enrolment over 3 years

>50%

proportion of non-Jewish students

22%

growth in quarterly web traffic

Sir Manasseh Meyer International School

EDUCATION

ART DIRECTION, BRAND IDENTITY, BRAND STORY, BRAND STRATEGY, COPYWRITING, ENVIRONMENTAL DESIGN, WEBSITE DESIGN, UI/UX, BRAND SYSTEMS

PHOTOGRAPHER

REBECCA TOH

RESEARCH PARTNER

DESIGN SOJOURN

WEBSITE DEVELOPMENT

A&C ATELIER

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