Catholic Ladies' College
CLC is an independent secondary school for young women, where each student can find their place through a range of educational pathways, a focus on wellbeing at every level, and a wealth of co-curricular opportunities.
It’s a place where the individual is valued, and students are encouraged to pursue their own path. Seesaw was engaged to strategically reposition the school to support enrolment growth.
Catholic Ladies College was founded by the Sisters of Charity in 1902, and those sisters were forward-thinkers who fought to deliver comprehensive education for young women. More than 120 years later, the school was still highly regarded but struggling to stand apart in a sea of private schools. While it had a strong sense of purpose and fierce loyalty from its students and teaching staff, there was no clear story being told.
Creative Direction
Brand Identity
Branding Guide
Printed Collateral
Copywriting
Digital Design
Digital Development
Seesaw’s strategy concluded that the best way to express to do this was to let the school tell its story itself. Through the voices of students, teachers and the wider community, the CLC difference was articulated in unfiltered videos set against scenes of the school in its beautiful bushland environment.
While parents are traditionally the target for secondary school marketing, CLC’s focus on students led to a campaign that spoke directly to prospective students in surrounding primary schools. A hardcover picture book featuring commissioned illustrations by a Melbourne-based artist encouraged young people to think of Year 7 as a place to follow their dreams. This book was paired with fun, bespoke stationery, introducing the school to the young people who would soon become part of its community.
School-wide workshops not only informed the content and tone of the brand storytelling, but they also gave agency to the school’s community throughout the process. Interviews with students, teachers, and coordinators revealed the changing nature of education and how CLC tailors the experience from both an academic and wellbeing perspective.
“Girls’ schools are places where girls take centre stage. They occupy every seat in student government, every spot on the maths team and every position in the robotics club. In fact, every aspect of a girls’ school – from the classroom to the athletic field to the academic program – is designed for girls. A girls’ school environment adds opportunities for girls. Whether a girl wants to be an astronaut, ambassador, author, or attorney, she needs to know—not just think, but really know, deep down—that there’s nothing that can stand in her way. That’s the incredibly important message girls’ schools send to girls each and every day.’ - International Coalition of Girls’ Schools (ICGS) 2024.
Aquatec
S
