Doha College

A British International School

Doha College is one of the world's leading international schools. With a significant investment in new facilities including a multi-million pound sports complex, Doha College engaged Oyster to overhaul the brand and develop a modern, charismatic and exciting solution for the future. It was a great project process and one that has developed an exciting ongoing journey as the college continues to introduce the brand across associated organisations.

Deliverables

Brand identity

Copy writing

Print design

Campaign development

Wayfinding

Understanding Doha College

Every Oyster brand process starts with a deep dive into the ethos, character and values of the organisation we are branding. In the early stages of the process we assess the organisation and develop what we call our 'onion'. The onion works from the centre outwards and identifies the core characteristics of the organisation. We then develop this further to identify the 'core model' by which they operate, the 'outcomes' this has in terms of delivery and affect and the 'mechanics' that are employed in order to achieve these outcomes. Our third stage of assessment looks specifically at 'character & ethos' using imagery and short statements that we believe define the brand. Having gone through this process with Doha College we were then able to enter a very focussed and informed discussion that enabled them to provide feedback and for us all to sign-off on the foundations before moving forward to design and copy elements.

A dynamic global brand

Doha College attracts students from around the world and has a truly international audience. The college is recognised for its excellent academic results as well as wider curriculum and extra-curricular achievements. Their High Performance Learning model and philosophy towards education is to develop young people to be worldly in their knowledge, respecting of other religions and cultures and be well equipped for a modern and changing world.

The brand incorporated elements of the location, evolving the logo sails graphic and bringing gold and blue through to give it a sense of confidence and prestige whilst also feeling warm and friendly. The logo graphic was brought into the design toolkit as a mechanic for design layouts. Design styles were developed to allow imagery and propositions to shine through and reflect a sense of space and confidence that is very much in keeping with the college.

A focussed and consistent brand

Oyster developed a very clear understanding of Doha College's vision for the future and the ethos by which they operate. This enabled us to shape every piece of work to fit the future vision and employ copy that was true to their ethos and character. We have subsequently been engaged to plan, write and design wall graphics and banners throughout the college's facilities including the main entrance areas, the sports stadium and the olympic pool. We are currently working with the college to brand each of the academic departments using murals and wall graphics.

Brand roll-out

Oyster shaped tone of voice and copy styles along with key messages and propositions. The roll-out included all the house logos, signage across all the college locations, wall and stadium graphics, livery and print and digital communications. We are now working with Doha to bring their associated organisations into line with the new brand and align brand message and propositions.

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