NEW YORK CITY PUBLIC SCHOOL REBRAND
KAPPA IV is a public middle school in Harlem that has had declining student enrolment over the past four years. The decreased enrolment has resulted in diminished funding which has ultimately meant that many of the unique programs that once defined KAPPA IV, as a brand are no longer offered. In addition to a lost identity, KAPPA IV faces increasing competition from other middle schools in the area where children and parents are deciding to enrol.
DISCOVERY & ANALYSIS
In order to effectively rebrand KAPPA IV a series of interviews with parents, teacher, and students were completed along with an examination of KAPPA's current competition. Exploration of the brand experience through the eyes of current students and staff was necessary to understand the problems first hand.
Analysis in the arena of education was completed to understand teaching methodologies that are proven, successful and attractive to parents and students. Research into analogous brands and institutional environments was done to understand how these brands resonate with the audiences they serve.
NAMING
At its inception KAPPA IV was one of many KAPPA schools in New York City. Over the past ten years many of the original KAPPA schools have closed. This has resulted in the number IV becoming arbitrary rather than a defining feature. As a team and with the permission of the Principal of the school we changed the name of the school to KAPPA HARLEM. The new name has a stronger identity and connection to the community the school serves.
