As schools and multi-academy trusts begin planning for the year ahead, many find themselves reflecting on how well their identity still represents who they are today; not just visually, but in how they best communicate with parents, students, staff and their wider community.
An organisation’s identity is never static. As schools and trusts grow, evolve, merge or change direction, the demands placed on their branding naturally increase. What may once have been a logo and colour palette now needs to work across websites, prospectuses, signage, photography, video and day-to-day communications, often for multiple audiences, and sometimes across several schools.
The added complexity of trust-wide identity
For MATs in particular, this challenge is amplified. Balancing a strong overarching trust identity with the individuality of each school is complex, especially when systems and assets have been developed at different points in time, by different suppliers, and in response to changing priorities.
We regularly see schools and trusts working with several partners across branding, digital, photography, video and signage. Each decision makes sense in isolation, but over time this can lead to inconsistencies, duplicated effort and a sense that the whole no longer quite adds up, even if the individual components are well executed.
Refreshing identity without starting from scratch
A successful identity refresh is rarely about changing everything. More often, it’s about making sure the fundamentals are sound and that what’s being communicated externally matches the reality on the ground.
In practice, identity work in schools and trusts rarely happens all at once. It evolves over time, shaped by a series of early decisions that often influence everything that follows. Getting those decisions right at the outset can make a significant difference to how manageable, consistent and cost-effective that journey becomes.
Why a joined-up approach matters
When identity is considered holistically, schools and trusts are able to make more informed decisions about how they present themselves. Branding, digital and content choices begin to reinforce one another rather than compete, creating a clearer and more confident story across every touchpoint from a first visit to the website through to a walk around a school site.
This joined-up approach also makes future activity easier to manage. New initiatives, campaigns or school launches can sit comfortably within a coherent framework, rather than requiring repeated reinvention. Over time, this tends to deliver better value, greater consistency and a stronger sense of purpose.
Looking ahead to 2026
Over the past two decades, we’ve worked alongside a wide range of schools and multi-academy trusts, including some of the most established and recognisable MAT brands in the UK, supporting everything from identity development through to trust-wide brand evolution. That experience has given us a clear view of what tends to work well, where challenges commonly emerge, and how identities need to flex as organisations grow.
With planning cycles for 2026 already underway, now is a sensible moment for schools and trusts to take stock. Not to change for the sake of it, but to consider whether their identity is still supporting their ambitions, reflecting their values and working as hard as it needs to in an increasingly competitive and visual landscape.
Approached thoughtfully, an identity refresh can bring clarity, confidence and a stronger foundation for what comes next, allowing schools and trusts to move forward with greater consistency and intent.
For schools and MATs who are questioning whether their identity is still fit for purpose, an initial conversation with one of our consultants can provide a clear, experience-led perspective, helping to identify where alignment is working well and where it may be starting to unravel.
Please click the link below to arrange a time to speak with one of our MAT brand experts.
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See how Cleverbox can help you with your next project
Creating a new logo is one of the most meaningful decisions a school or trust can make. It is more than a visual update, it is a way to show who you are, what you stand for and the kind of environment you want to create for your students, families and staff. At Cleverbox, we see this process every day, and we understand how much thought and trust go into that choice.
When Think Differently Education Trust approached us for support with their new logo, they were at an important stage in their journey. Their mission centres on helping young people with SEND or medical needs live full and ambitious lives, and they wanted an identity that communicated this with clarity and confidence. They needed something that felt grounded, calm and aligned to who they are.
This project became a clear example of why so many MATs choose Cleverbox for logo design. It highlighted the value of listening carefully, understanding the school’s personality and translating this into a memorable identity. It also demonstrated how a logo can guide a wider brand, shaping websites, signage, printed materials and the everyday resources used across a trust.
If you are exploring a logo refresh or beginning the process for the first time, the experience of Think Differently Education Trust offers a helpful insight into what a thoughtful approach can achieve.
Understanding what a school or trust really needs from its logo
One of the first things we explore in any logo project is how the school or trust wants people to feel when they see their identity. Every organisation has its own answer. Some want a sense of heritage, others prefer something modern or expressive, and many want a design that feels calm, supportive or full of energy.
The early ideas created for the Trust provided a useful starting point, offering space to explore different directions and understand what resonated. As conversations continued and the Trust shared more about the feeling they wanted their identity to carry, the design naturally evolved.
These early concepts were not intended to be the final solution. Instead, they helped reveal which elements felt most authentic and which ideas best reflected the Trust’s personality. Through this open collaboration, the identity developed into a design that felt confident, balanced and representative of the community they serve.
This is how Cleverbox approaches every logo design project. We see design as a journey rather than a quick fix, with each stage guiding the next. The dialogue between our team and the Trust shaped the final outcome, producing a logo that supports their vision today and will continue to do so as they grow.
If you are unsure how to begin a rebrand, our team can guide you through those early conversations and help shape your direction.
Turning conversations into a clear and confident identity
Once we gained a strong understanding of the Trust’s values and goals, our team began shaping a design that brought those qualities to life. Their identity needed to feel calm, balanced and supportive while still having a modern, forward-looking feel.
The final logo design brings together a set of simple shapes arranged in a circular form. This structure suggests growth and movement while remaining approachable. It has character without relying on heavy symbolism, and it feels steady and reassuring, which reflects the Trust’s commitment to specialist education and lifelong support.
For many schools, this type of clarity is the ideal outcome. A strong logo does not need to be complex. It simply needs to feel right. It should reflect your ethos in a way that your community recognises instantly.
This is the foundation of our approach to school branding. We listen, simplify and design with purpose, ensuring that the final identity feels natural and confident.
Making sure the design works everywhere you need it
A school or trust logo appears across many materials throughout the year. It sits on websites, newsletters, screens, stationery, uniforms, signage, social media and reception displays. For trusts, this becomes even more important because the identity must work across multiple schools and contexts.
For this reason, every Cleverbox logo is designed with practical day-to-day use in mind. We consider spacing, scaling and layout carefully to ensure the identity remains clear and readable in every format. This was especially important for Think Differently Education Trust because their new website will launch soon, and the logo needed to work consistently across all materials.
Accessibility, readability and colour balance were also built into the design from the start. Schools serve diverse communities, so a logo must be clear, inclusive and easy to recognise at first glance.
A calm, modern identity that supports their vision
The final identity for Think Differently Education Trust expresses everything they hoped for. It feels modern without feeling sharp, calm without feeling plain and full of movement without becoming busy. Most importantly, it reflects the Trust’s sense of support and purpose.
When we presented the final concept, the Trust shared how closely it aligned with their vision. The design felt simple, meaningful and long lasting, which is always the moment we aim for in this work. A logo should feel obvious in the best possible way, encouraging the reaction, yes, this is us.
Why investing in a strong logo matters for schools
Schools often ask whether updating a logo is worth the investment. The answer depends on what you want your brand to achieve, but the benefits are consistently clear across our projects.
A clear identity builds trust, helping families and staff feel confident in your organisation
Values become more visible and easier to communicate
Trust wide cohesion improves when all materials share a consistent identity
A well designed logo provides longevity and supports future growth
Think Differently Education Trust will carry these benefits forward with their new design. Their logo is now a central part of their communication and a reflection of who they are.
What it is like to work with Cleverbox on a logo design
Schools often tell us that working with Cleverbox feels supportive and straightforward. We manage the details while taking time to understand what matters most. Every decision is shaped by your values, your community and your long-term goals.
We refine the identity until it aligns naturally with your ethos.
This is the same approach that guided the Think Differently Education Trust project. Their openness, combined with our design experience, helped create a modern and meaningful identity that will support their brand for years ahead.
If you choose to explore a logo project with Cleverbox, you can expect the same level of care and clarity. Personal, supportive and focused entirely on your school.
Final thoughts
Think Differently Education Trust wanted a logo that expressed their mission clearly and confidently. Through open conversation and thoughtful design, we created an identity that reflects their values and supports their future, including their new website, which will launch soon.
Their project demonstrates how effective a well-considered logo can be. It becomes the foundation of your brand, a point of pride for your community and a reliable way to communicate who you are.
If your school or trust is considering a new identity, now could be the perfect moment to explore what is possible. A clear, confident logo can help you communicate more effectively with families, support your staff and strengthen your presence in the community.
Helping schools strengthen their identity through rebranding is at the heart of what we do at Cleverbox, so partnering with St Wilfrid’s Sixth Form College has been an exciting and rewarding journey from start to finish. What began as a branding request quickly grew into a full-scale project covering design, digital development and print, bringing together everything we do best.
Building a Strong, Unified Brand
The first stage of the rebranding project was to develop a new logo for both the Trust and the Sixth Form. St Wilfrid’s were seeking something refreshed and modern, but still clearly connected to the long-established identity of the main academy. Our design team explored a range of concepts before creating a final logo that strikes the perfect balance between heritage and contemporary appeal.
The new brand now gives the Trust, the school and the Sixth Form a shared visual identity, something especially important as the organisation continues to grow and evolve.
Each website was crafted to be intuitive, user-friendly and visually consistent with the updated branding. Clear navigation, accessible layouts and strong design elements help ensure that students, parents, staff and prospective families can quickly find what they need.
By developing all three websites simultaneously, we were able to create a smooth and cohesive online presence, each site has its own purpose, but together they form a strong, unified digital identity.
A Fresh Sixth Form Prospectus
With the websites ready to launch, St Wilfrid’s approached us to design a new Sixth Form prospectus to complement the updated brand.
This prospectus pairs elegant layouts with premium colours, high-quality photography and a warm, welcoming style. It highlights the Sixth Form experience from every angle, its aspirations, its supportive culture and the opportunities available for students preparing for their next steps.
The finished piece feels modern, confident and aligned across every page with the new St Wilfrid’s brand.
Campaign Visuals to Support Ongoing Marketing
To complete the project, we also developed a set of marketing campaign visuals for St Wilfrid’s to use across digital platforms, transport advertising and print materials. These assets ensure they can continue promoting the Sixth Form with a consistent, recognisable and professional look.
A Project We’re Proud Of
Working with St Wilfrid’s has been a pleasure throughout the entire process. Their enthusiasm for the project made it easy to craft a brand and digital presence that reflects who they are and where they’re heading.
From logo development and website design to print and campaign materials, we’re proud to have supported every stage of this transformation. We look forward to seeing the new identity continue to grow and inspire the school community.
If you’re interested in refreshing your school branding, website or prospectus, get in touch with us today at team@cleverbox.co.uk or on 0208 466 7222.
Interested in finding out more?
See how Cleverbox can help you with your next project
Often, a school will assume that a ‘rebranding’ project has to be a step towards a long term goal – something that they need to invest in now to see future results in 12-18 months’ time. However, that is not always the case and the recent design and school marketing projects we have delivered to long-standing client The John Wallis Academy is a great example of how we can achieve instant impact within a few weeks of a brand relaunch.
The Context
The previous JWA brand was created by Cleverbox around five years ago and had served the school well as a strong foundation on which to build local recognition as a successful environment in which to teach and to learn. Within those five years the school had continued to attain a fantastic reputation for achievement, value added, as well as strong leadership and direction. The time to build the brand forwards and showcase its ambitions was perfect.
Initial conversations began in March 2025 and although we had agreed a long-term brand strategy to unveil in the September (more on that in a later post!) there was also a more pressing requirement. As with the whole education sector at present the need to appeal to and recruit the best staff is a key element of any schools success. Our consultancy sessions with the school underlined all that they had to offer staff, and the challenge now was for us communicate this with confidence to the right audience.
The Solution
Working closely with the academy leadership team we knew that September 2025 called for some confident marketing. Without being brash, we needed to re-emphasise the key messages and strategic intent of the school as well as injecting energy and momentum into the aesthetic. With that end goal agreed our team at Cleverbox were able to work backwards, creating a mini ten-week school recruitment campaign which not only advertised the school to potential staff, but teased the new brand and showed a school not prepared to sit back and rest on its current successes.
Sometimes the most impactful school marketing just requires a little outside-of-the-box thinking. By focusing this campaign on a short term goal whilst also having an awareness of the long term plans of the academy we were able to tailor our ideas to not only attract attention within a key recruitment window – but also begin to launch a re-energised brand that will take the school forward into the next five years.
– Daniel Clackett, Cleverbox MD
We challenged the school to distill its many ‘selling points’ into headline statements; we wanted the messaging to be powerful and memorable and, most importantly, we wanted them to fit on the side of a bus!
Gaining exposure throughout the local community was key to this school marketing campaign. We decided to elevate the messaging by advertising on key bus routes, both ‘SuperSides’ and rears of buses and around appropriate local bus stops. This was tied in with a short term social media campaign and a recruitment brochure targeted specifically for the audience we were looking to attract. The goal was to ensure the John Wallis brand was recognisable and tied directly to the specific campaign messaging.
The outcome was a real success, the campaign drove significant traffic to the ‘Careers’ section of the academy website with over 380 new users accessing the web address tied to this campaign in its initial week of launch. Website traffic to the overall site increased substantially too, with the recruitment content accounting for 10% of all user traffic throughout March and April and catapulting the Careers section of the site into the top three most visited pages.
Most importantly, all vacant positions were filled.
We are pleased to share that our recent recruitment campaign in partnership with Cleverbox was a resounding success.
This initiative marked a fresh and innovative approach for both our Academy and the wider local area, introducing a new style of advertising that strategically targeted locations with high footfall and potential candidates – whilst promoting the Academy as a whole to local areas in a high vision style. People do not expect you to be on the side of buses!
Sarah Williams, Academy Marketing Manager
If you would like to start a conversation around how expert school marketing and creative ideas can support your school or MAT ambitions, then please feel free to get in touch and arrange an initial video call.
I’m really pleased to share the results of the Trust rebrand project recently delivered for the Yorkshire Causeway Schools Trust.
It was an incredibly fulfilling experience working with the senior team at YCST through this project. They are a fantastic, ambitious organisation and it’s been a pleasure helping them to create a school brand that will solidify their place in a competitive marketplace.
The real value in this project was through the consultancy stages, working with their team to better understand who they are as an organisation, their audience, challenges, strategic plans and the people within the Trust that help create such a difference.
What people say about you when you’re not in the room
I often explain to clients that their brand is “what people say about you when you’re not in the room” and this project was an exercise in understanding and emphasising all of the great things the Trust achieves, with greater clarity and confidence.
The logo itself is reflective of the ‘causeway’ being a safe passage to a destination. We purposely brightened and strengthened the colour palette and solidified the typography. This is a statement of intent from an ambitious Trust, rather than a quick logo fix – and I think the results are excellent.
A New Era for the Trust
The rebrand coincides with the ten-year anniversary of the Trust. In an ever-crowded sector Yorkshire Causeway needs to be able to communicate with authenticity, credibility and for all staff, students and parents within the Trust family to feel part of an ambitious, forward moving organisation.
