Lowell School

Lowell School is an independent PreK through 8th grade school in Washington, D.C. that has long embraced progressive approaches to education and child development. Given the highly competitive private school market in the area, Lowell saw that it needed a more impactful brand presence and focused messaging to help support enrollment efforts. The school selected TDC to conduct a thorough rebranding effort to identify and market its key strengths in order to attract new families, boost retention, and help fundraising.

TDC conducted a comprehensive discovery effort that included focus groups, phone interviews, and in-person discussions with many audiences within the Lowell community. We also analyzed Lowell’s past branding and marketing efforts as well as those of peer and aspirational schools. From those findings, we created a positioning statement, theme line, message platform, brand look and feel, and other assets that were incorporated into a new website, viewbook, and other materials. For the website, we also reorganized the homepage presentation and fine-tuned the navigation and menu structure for easier access to key information.