To position the school as a forward-thinking educator, I generated a series of abstract concepts designed to reflect their innovative and holistic approach to learning.
The school’s out-of-the-box teaching style nurtures students through a progressive lens, encouraging independence, courage, and curiosity.
Research & Insight
I began by exploring the school’s rich heritage and reputation. As the oldest British international school in Malaysia, Alice Smith has an outstanding legacy and a mission centered around empowerment and exploration:
Each child is known and appreciated at Alice Smith.
Always encouraged to forge their own paths.
To be fearless like Alice Smith.
To spark courageous exploration to inspire a better world.
Using competitor analysis, stakeholder insights, and historical context, I mapped out strategic themes to explore. This ideation process led to three key creative directions:
Alice in Wonderland – A whimsical, metaphorical take on fearless exploration.
Reimagining Education – A bold vision for future-facing learning experiences.
Focus on the ‘We’ – Celebrating community, collaboration, and student empowerment.
Creative Execution
I developed mockups for each of the three abstract directions and presented them to the agency that initiated the brief. These visual explorations aimed to provoke discussion and guide the next steps in transforming the school’s digital identity.
Examples of Concepts and Visuals Below:
