Since 2015, the visionary of modern education Ondřej Šteffl has been building a network of primary and secondary schools that, instead of memorization, implement the latest knowledge about effective learning and developing the skills needed for successfully managing life in a rapidly changing world. In the beginning, the founder's authority was the driving force behind spreading awareness of the new ScioSchools, but gradually the need to explain the mission and benefit of the schools grew, so that parents would understand well why to send their children here.
How to introduce a school that came to change established routines (and messes) in learning?
Client
ScioŠkoly
When the ScioSchools approached us for 'help with the brand,' their representatives primarily meant help with the visual identity and the creation of a new logo. We appreciate that they let themselves be convinced to approach the visual layout only after a thorough analysis of the brand's essence.
What we did
Helped define the brand's essence and the key benefits of the offering
Getting a feel = diving seriously deep
We started with a series of several workshops during which we, together with representatives of ScioSchools and the parent organization Scio (creator of tests, workbooks, and preparatory courses for entrance exams), attempted to name the most important qualities of ScioSchools. The chosen format was a quick route to the required information for us. For the people from ScioSchools, it was an opportunity to formulate thoughts that hadn't been written down comprehensively anywhere yet.
However, the school management provided us with only a certain part of the picture – their visionary view. To build a brand, it is necessary to go deeper to other sources. In addition to our own research and interviews with school directors and guides (= teachers), who are closer to the customers (= parents), we also went on 'inspections' directly into the schools, in the spirit of one of ScioSchools' slogans: 'experiencing is better than just listening.' And in the schools, we fully realized what the joy of learning, independence, and competence look like in practice. The abstract system gained the concrete faces of enthusiastic teachers and schoolchildren. Without these impressions, we would probably have reasoned and written differently.
Holding up a mirror to the client means listening to the target audience
It is well known that every company sees itself in a certain way and considers certain things important, whereas its target group tends to have its preferences arranged differently. And a survey among parents of current ScioSchoolers confirmed this unwritten rule as well.
Among many other findings, a fundamental point emerged from it: While ScioSchools compared the shortcomings of traditional schools with their own system in their communication, their target group was not considering a traditional school for their children at all. Parents needed to find out how ScioSchools were different or better than alternatives like Montessori or free schools.
The original web presentation of ScioSchools also relied heavily on the visions and values promoted by the founder, Ondřej Šteffl. But parents asked more direct questions: Will my child learn what they will need in life? Will they get into secondary school? Primarily thanks to in-depth interviews, we were then able to identify white spots in the communication of ScioSchools and suggest ways to fill them.
ORIGINAL PRESENTATION STRUCTURE
SOUGHT INFORMATION
The website gained a key persuasive layer
BEFORE
The original website emphasized the presentation of values and differences compared to a regular school. It was highly descriptive and required significant attention and concentration from the visitor.
AFTER
Instead of describing how the schools work, we present their main benefits on the homepage first. We don't waste words on capturing the schools' atmosphere; a photo says more anyway.
The logo is an imprint of the brand's values
We set a goal to come up with a dynamic logo that could be easily varied for the needs of different schools and would be simple and solid enough to come to life inside the schools with its own identity. Given that ScioSchools encompass both primary and secondary schools, it also had to stand up well in the eyes of a six-year-old pupil and a nineteen-year-old graduate. And, of course, it had to reflect the core values – the joy of the learning process and the constant need for education. It is great when creative work stands on a solid foundation of logic.
The logo symbolizes the incompleteness of the educational process, a look into the future (future career, orientation of ScioSchools toward the future), curiosity, and a sense of discovering the world, and it can take on many new forms and meanings.
What we learned
Jan Táborský
Head of project on the ScioSchools side
We are clearer on how, when, why, and to whom we speak
Approaching an external company to create our new visual identity was a natural part of the development and maturation of ScioSchools. Our path led from intentionally experimental, even punk beginnings to confident and professionally recognized schools, and this gradual transformation was to be reflected and emphasized by our visual change. And also by the process of its creation. Thanks to AnFas's professional and comprehensive approach, we were able to use this moment also to reflect on our development, to pause and think about how we 'speak' to the public, and also to clarify which parts of our future direction are important to us. In the final result, collaboration with AnFas is beneficial to us both by having a great logo and visual identity, and also by being clearer on how, when, why, and to whom we speak.
Roman Hájek
Copywriter & content creator
Branding as brand therapy
Who are we and why do we do it? Two easy questions that are so difficult to answer. Especially when a team of personalities with tremendous commitment and a strong vision needs to agree on the answers. In a discussion about a brand, it is then necessary to go deep into the topic and into the brand's past to allow space to align sometimes diverse interpretations and viewpoints. The entire process needs its time, and we appreciate that we received it from ScioSchools, and that key decisions could thoroughly mature. It was a school for us too :-)
Tomáš Kostkan
Principal & Consultant
Dream job!
Long before the creation of ScioSchools, I enthusiastically followed various presentations by founder Ondřej Šteffl. When the schools started, it was unfortunately already too late for my children, but I still cheered for the project. I believe that this way of education leads to raising independent, responsible, unmanipulable, respectful people. And I want to live in such a society. When the opportunity came to lend a hand, I took it as an honor for us. Thank you!
