Developing a brand and voice identity for a different kind of school

Newmark is an independent primary school in Melbourne, Australia. It had been through a number of rebrands in recent years which had left it feeling disconnected from its core mission. I partnered with brand designers and school staff to overhaul the school’s identity, creating a new school name, visual identity, tone of voice, and comprehensive language system.

Pages from Newmark primary school's brand book, set against a yellow background with the Newmark primary logo and tagline
A page from Newmark's brand book outlining their brand personality of inclusive, trustworthy and playful. And their tone of voice of informal, self-assured and energetic

Top skills

Discover and co-design workshop facilitation

Led workshops with parents, teachers, and school leadership to understand the school’s authentic personality, progressive learning ethos, and wider community values.

Naming and brand development

Designed and facilitated collaborative naming sessions with children, parents and school staff to generate and then access possible names against copyright, brand longevity, and child accessibility criteria.

Tone of voice and language system

Developed a distinct tone of voice and core messaging framework, giving the school a warm, human, and clear voice that reflected their hands-on, community-first approach to education.

Content governance and scalability

Created practical writing guidelines, tone of voice guides, and content toolkits to empower staff to implement and maintain the brand consistently over time.