Hills Grammar operates in a highly competitive market in Sydney. They wanted to stand out and be recognised as a school with a unique offering of education. Hills Grammar engaged CRE8IVE to implement a brand refresh and a new identity.

CRE8IVE began by evaluating the school's point of difference, values, ethos, personality, promise and narrative (brand story). A new brand essence was created - "Confident thinkers". This was based on the idea that 'learning isn't about knowing everything; it is about learning to think with confidence.' The clients loved the brand and accepted it with no changes.

The 'Originals' positioning was then used as a key theme for the schools Open Day campaign. It included billboards, light boxes, press and digital ads, a letterbox drop and an 'Open Day' registration page. The community's reception to the 'Originals' brand was very positive. There was a 200% increase in attendance to their 'Open Day' and registrations were the highest they have been in eight years.