Hills Grammar

Original positioning
in education

Hills Grammar

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.

Brand Guardianship

A comprehensive brand strategy was developed by engaging with the school across five stages; Discovery, Brief, Design, Roll-out & Manage. A style manual was created to ensure the brand was rolled out consistently once the files and templates were handed over.


The student portraits enabled us to highlight the 'Originals' positioning. We were also able to communicate various aspect of the schools curriculum and co-curricular activities in a unique way. Each portrait shows the students just as they are; open, honest and a vessel for new ideas and new thinking.