As a creative expression of each value, JWDK developed an uplifting series of colourful, motion graphic videos communicating the meaning behind each College value.
PROJECT dulwich college shanghai puxi
When you look under the hood of any corporate brand you will inevitably come across some important cogs known as brand values. Whilst these are the critical components that drive the culture and behaviours of the firm, more often than not, they fail to function well when poorly implemented.
The truth is, brand values are very hard to implement across any size of firm unless they are programmed into almost every aspect of the business. A true ‘values-led’ organisation will use its brand values as a guiding compass for all stakeholders including employees, partners and customers — bringing them together as one community.
Recently, we partnered with Dulwich College Shanghai Puxi, who not only cemented a strong set of values during its foundation years, but successfully leveraged them to build and nurture its rapidly growing community.
JWDK worked with the College to further evolve its four values; Aim High, Work Hard, Be Kind and Respectful and Make a Difference. Stakeholder feedback gathered by the College uncovered the need to better reflect the unique culture emerging from its community.
By simply adding the word Together to each value, the College was able to amplify the importance of inclusivity as well as emphasise the strength of each value when exercised as a combined effort.
As a creative expression of each value, JWDK developed an uplifting series of colourful, motion graphic videos communicating the meaning behind each College value.
A toolkit of fun shapes including bees, rockets, mountains, flowers and clouds also gave the College team plenty of scope to design banners and decorate walls all around the campus. Each value culminates as an iconic shape united ‘together’ inside a neat, red block serving as graphical signature across all communications.
From teachers and support staff to parents and students, the response to our refreshed College values has been exceptional. The importance of community and togetherness is already so embedded in our school culture, and the addition of the word ‘Together’ to our values arose from community feedback, so it has been a natural process. The uplifting visuals and design elements really speak to the progressive nature of our community, and have already become a constant element of school life.
Piers Matthews
Director of Marketing and Communications, Dulwich College Shanghai Puxi
For nearly 20 years, JWDK has partnered with firms to create and realise their brand values through the power of design. Visual storytelling enables a set of company values to be easily understood and exercised across every level. Are your brand values working hard or making a difference? Contact our strategy team to explore more.
