Alexandria, VA-based Burgundy has long been a champion of progressive education for PreK to 8th grade students. Lately it had seen its holistic and hands-on approach to education becoming increasingly adopted by other area independent schools. It engaged TDC to better differentiate its market position and develop assets that could present the Burgundy brand more effectively to families that would benefit from its unique campus, resources, and offerings.
TDC conducted a discovery campaign that involved interviews with a wide range of external influencers, an assessment of several years of surveys the school coordinated with its internal audiences, interviews with current Burgundy students, and a brand benchmarking study of like-minded independent schools. We synthesized this content into key takeaways that established the foundation for a new brand look-and-feel, positioning, signature line, and other assets that were incorporated into a range of marketing executions.