Roles: art direction, photoshoot direction, graphic design

St. John’s-Ravenscourt (SJR) is a leading private academic institution whose history dates back almost 200 years. The campaign concept, “Turn Learners into Leaders,” depicted SJR’s focus on nurturing each student’s unique strengths and interests so that they can become the best version of themselves.

The campaign featured original photography of actual students of SJR. The students are proud and confident, shown wearing casual clothes with a gold stripe imposed over each student that revealed the SJR school uniform. The gold stripe signified the academic and personal excellence achieved at SJR. Each student was pictured with a prop featuring program areas, with an emphasis on sciences, health, debate and other academic streams.

The visual style is bold, dramatic and confident. Colour and patterns were utilized to differentiate each student and program area. Bold and simple typography created impact and linked to a frame for each child—emphasising SJR’s focus on nurturing every student. The messaging and visuals developed for the campaign also guided new marketing and communications collateral, including a viewbook, program insert, landing page, banners and bus boards.

Over the years, the campaign has continuously filled spots at the SJR open house with qualified leads that have gone on to enrol and thrive in the school’s environment. They’ve driven hundreds of conversions and helped to raise awareness of the SJR brand, with more than 18.5 million impressions over the course of four years.