Together We Shine: Promoting unity and belonging at The John Wallis Academy

Some projects are particularly rewarding, simply because of what they stand for.

The Together We Shine campaign for John Wallis Church of England Academy is a great example of creative work that resonates beyond the immediate brief. It was about investing time and energy into a message that was incredibly positive, promoting a sense of belonging and shared values at a time when those ideas can feel increasingly divisive. For projects like this, judgment and experience really matter. It is important to know how to shape a message that is clear and confident without tipping into something deliberately provocative.

I have worked with the team at John Wallis for over eight years, and that long-standing relationship brings a level of trust and openness that was essential here. The campaign required careful thought, honest conversations and a shared understanding of what felt right for the school and its community.

Schools as trusted hubs within their communities

Every school plays a central role in the lives of the people they serve; they are places of learning, care and reassurance for children and families. Increasingly, schools are being challenged to articulate what they stand for beyond the classroom, and to do so in ways that feel authentic.

With pupils from over 80 nationalities and more than 50 languages spoken, John Wallis wanted to promote a clear sense of unity. The campaign was a deliberate counterbalance to the division currently felt both locally and nationally – a way of standing up, being counted and making a strong statement about togetherness.

A collaborative approach

The campaign was shaped through close collaboration with the school, with ongoing conversations around visual impact, tone and intent. Our role was as much to act as a consultant and sounding board as it was to deliver the creative work, helping test ideas and ensure the messaging felt properly aligned to the school’s values.

This approach is especially important on projects that carry such social significance. Schools should have the space to explore ideas, challenge assumptions and to feel supported in the decisions they are making.

From an idea, to visibility

Just as important as the message itself was how it would appear beyond the school gates.

Together with the John Wallis team, we explored how the campaign could be introduced into the everyday spaces already familiar to families. From internal signage and brochures to external displays such as supermarket digital screens, wristbands, train station posters and local newspaper campaigns. We wanted the message to be encountered naturally, in places people already pass through, rather than feeling overly imposed.

Considered decisions

What made this campaign particularly rewarding was its conviction and its clarity. It made a confident statement about values, belonging and community and trusted that message to speak for itself. In this case, restraint helped the message land with confidence.

For schools, projects of this nature require careful decision-making; they require leaders to balance visibility with sensitivity, and having the right experience and creative skill around the table helps validate those decisions.

This project reflects the way we work at Cleverbox, supporting schools with campaigns that are thoughtful, well-judged and designed to land with intent.