POLY PREP
“BRAND POSITIONING & REDESIGN”
COUNTRY DAY SCHOOL
Strategic Positioning / Logo / Color Scheme / Design System / Tone of Voice / Manifesto / Stationery / Magazines / Admissions & Advancement Materials
Poly Prep's legacy as a 150-year-old institution was rich but muddled, facing a critical challenge: how to modernize a dated brand while appealing to a wildly diverse group of stakeholders, some of whom were perfectly happy with the status quo. The school struggled with an inconsistent visual identity and a reputation as a sports-centric "old boys' club," which limited its appeal in the competitive NYC independent school market. Families, particularly discerning moms, were looking for a well-rounded educational experience, but Poly Prep's branding failed to communicate the breadth and depth of what the school could offer.
By establishing a cohesive, forward-looking brand identity, built on the school's strengths: holistic diversity, joy, and community, we unified Poly's visual and verbal elements into a cohesive system—crafting a logo system, color palette, and messaging framework that harmonized across departments while allowing each to retain distinct elements. We transformed every touchpoint, making sure that the brand spoke with one voice.
“Fancy skillfully created a brand identity, positioning, and visual design system that allows us to speak to our diverse audiences with ease and confidence. it fuels everything we do big and small. it is the envy of my peers!”
– Jennifer Slomack, Director of Engagement and Communications
This case highlights how a unified yet flexible design can lift a legacy brand above the clutter of sameness, forging an emotional connection with audiences that drives consideration. Poly Prep's transformation demonstrates the power of an authentic, strategic brand voice—one that connects legacy with future ambition, consistency with character, and an emotional pull that ultimately persuades the true decision-makers.
In the first year post-launch, the new positioning and brand identity, Poly saw a 36% increase in website visitors and a 31% increase in applications, leading to the highest YoY yield and net tuition revenue in history.
